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Influenced or Influencer? Take This Quiz to Find Out.

Today and every day for the rest of our lives, we will be targets of salespeople, marketers, advertisers, fundraisers and (heaven knows) politicians who want to move us in their direction. And they’ll be good at it, because they’ve learned how to put proven influence techniques — glowing testimonials, emotional tugs, last-chance opportunities — inside their appeals.

But recently, behavioral research has shown that, by concentrating so intently on the message, the messengers have missed something crucial. Optimal persuasion is achieved through pre-suasion: the practice of arranging for people to agree with a message before they know what’s in it. Although this may seem like some form of magic, it’s not. It’s established science. In my new book “Pre-suasion,” I describe the psychology behind what pre-suaders say or do immediately prior to a persuasive communication to elevate its effect, often dramatically.

Now, in conjunction with PBS NewsHour, I’ve developed a quiz from material in the book to introduce the concept and allow you to test your understanding of how pre-suasion operates, as well as to improve that understanding. With a better awareness of pre-suasion, you should be able to:

  1. harness its power to boost your own persuasive success and
  2. deflect that power when it’s used on you in an unwelcome way.

pbs-quiz

In school, I never much liked quizzes. The answers so rarely seemed useful to anything but scoring well on the test (did I really need to know which state was the No. 1 apple producer in the U.S.?). The PBS Pre-Suasion Quiz is designed to be different in that regard by describing a historically little-recognized, yet potent, form of social influence that even persuasion scientists have only recently come to appreciate. If the quiz delivers valuable life lessons, that will be my reward. No need to send an apple to the teacher.

So how did you do?

If you got less than 60 percent, don’t fret. Most of us are unaware of pre-suasion in ads and marketing. This quiz was meant to introduce you to the concept, so you can be more alert to it in the future.

If you got between 60 percent and 85 percent, you have a good initial grasp of pre-suasion and how it works.

If you got above 85 percent, you’re a rare pre-suasion expert. Count me impressed.


This article was previously published on PBS.

book-coverAVAILABLE NOW

A Revolutionary Way to Influence and Persuade

The author of the legendary bestseller Influence, social psychologist Robert Cialdini shines a light on effective persuasion and reveals that the secret doesn’t lie in the message itself, but in the key moment before that message is delivered.

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Testimonials

"These were two days extremely well spent. This workshop is the perfect mix of theory and practice. Big Ideas and real world application."
Daniel Pink, Author of Drive
"…one of social psychology’s true pioneers."
Daniel Gilbert, Professor of Psychology, Harvard University, and author of Stumbling on Happiness
“Robert Cialdini is the Benjamin Franklin of research on influence–a keen observer of human nature, great writer, minter of pithy phrases, and clever experimenter who’s able to capture lightning in a jar.”
Chip Heath, Professor, Stanford Graduate School of Business
“We’ve had Dr. Cialdini speak to ERA three times. Because of his depth of knowledge and passion for relating the ethical business applications, he was the top rated speaker of at each of these events. He is a critical business asset.”
Ms. BRENDA W. CASSERLY, President and CEO, ERA Franchise Systems, Inc.
“This program will help executives make better decisions and use their influence wisely… Robert Cialdini has had a greater impact on my thinking on this topic than any other scientist… The best popular book that demonstrates six or eight ways in which the quirks of your own mind will frequently prove dysfunctional to your best interests is Cialdini’s Influence.”
CHARLES T. MUNGER, Vice Chairman, Berkshire Hathaway, Inc.
“Dr. Cialdini amazed our audience with his immense knowledge on the psychology of persuasion. His presentation style is relaxed, intense and ‘pleasantly confronting’. A brilliant mix! Over 350 managers could not get enough of Dr. Cialdini’s highly interesting lectures. After his last talk, he received a standing ovation, which is very rare in Holland. It was a sign of deep appreciation for his contribution to the success of the day.”
HANS JANSSEN, Denk Producties
“Dr. Cialdini’s program at the Training Leadership Summit was most impressive. His passion for translating science into ethical business actions gave these industry leaders powerful tools to use immediately. This program is a must for those serious about effective ethical influence.“
Julies Groshens, Nielsen Business Media
“Dr. Cialdini held our audience ‘spellbound’ for hours. His advice was both strategic and practical, and was geared perfectly for our audience from about 40 countries. His principles were put into practice by the delegates immediately.”
CATHY KERNEN, Global Director of Product PR, AstraZeneca Alderley Park, UK
“Dr. Robert Cialdini has played an integral role in the development of our high-potential leaders. His practical insights and real-world perspectives have challenged our executives to step back and reassess their global leadership and influence skills. He provides an important link in the development of our future leaders.”
GREGORY J. SMITH, PH.D., Administration & Finance Division, Organizational Development & HR Research, Bayer Corporation
“Dr. Robert Cialdini literally touched thousands of lives and you met all facets of our mission statement. He helped solidify an outstanding Day, and helped create the significant impact we were seeking for our diverse audience.”
MARK JONES, Main Platform Chair, Million Dollar Round Table
“This book is the de facto standard to learn the psychology of persuasion. If you don’t read it, I hope you enjoy pounding your head against the wall and throwing away marketing dollars.”
GUY KAWASAKI, CEO, Holy Kaw
“The Principles of Ethical Influence, as taught by Bob Cialdini, needs to be a part of every salesperson’s toolkit. What strikes me is not only the simplicity of his message but the power it provides in practice.”
R. CRAIG WILSON, Sr. Vice President, Sales Manager, Northern Trust
“Cialdini is the most brilliant student of influence and negotiation I’ve encountered. I can’t think of anyone I’d rather have advising me.”
TOM PETERS, The Tom Peters Group
"If the President had to have one advisor with him at all times my nomination would be Bob Cialdini, the world’s most practical social psychologist, and the master of "influence".
Richard Thaler, author of Nudge
"Dr. Cialdini is the great guru of social influence!"
Richard Thaler, author of Nudge
“Dr. Robert Cialdini is the seminal expert in the rapidly expanding field of influence and persuasion.”
www.goodreads.com
Cialdini, one of the greatest social thinkers of our time.
Adam Grant, Author of Give and Take
"Anybody writing about persuasion and influence today stands on Cialdini's shoulders."
Daniel Pink, author of To Sell is Human
"If the President had to have one advisor with him at all times my nomination would be Bob Cialdini, the world’s most practical social psychologist, and the master of "influence."
Richard Thaler, author of Nudge
“If you want to know how to influence people, just read Robert Cialdini’s classic book on the subject, INFLUENCE: The Psychology of Persuasion. It’s brilliant and effective, full of time-proven ideas.”
Steve Krug, Author of Don’t Make Me Think
"Dr. Cialdini was a perfect fit for our event."
Dan Friesen, Nextstar Network
“Dr. Cialdini’s presentation and workshop was excellent and has had an immediate, meaningful impact on our work.”
Andrew Rolls, Associate Director Marketing, Novo Nordisk Inc.

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