十大心理學技巧助你有效地說服別人(下)

Sleeper Effect

5.睡眠者效應

The sleeper effectis the increased impact of a persuasive message over time. The more time that passes after someone has been exposed to a message, the more their attitude will be influenced by it. This may seem counter-intuitive, and in fact it only happens under certain conditions. The persuasive message has to be a major one to get our attention and to stay there, and it has to be accompanied by a discounting cue, like a low credibility source or a message disclaimer. This arouses the suspicion of the truth of the message, which suppresses any immediate change or dismisses it as propaganda. However, over time people do tend to be persuaded, because the message starts spreading and it is no longer associated with the untrustworthy source.

睡眠者效應是指隨着時間推移，說服性信息的影響會不斷增加。人們知曉信息後經過的時間越長，其態度就越會被所接收的信息影響。這聽起來似乎有點反常，事實上，也只在特定的條件下，這種情況纔會發生。儘管那些有說服力的信息纔是我們的主要關注點，但與之相伴的必然還有折扣信息，例如可信度低的信息來源或者免責聲明。這使得人們對信息的真實性有所懷疑，這種懷疑反而可以變成一種宣傳路徑，恰好可以抑制信息即變與消散的發生。然而，隨時間的推移，人們會漸漸被說服，因爲這類信息開始廣爲傳播，並且和那個不可靠的信息源不再有任何關聯。

In essence, the sleeper effect shows that people are convinced by arguments until they see that the source of the message cannot be trusted because of their vested interests and agendas. However, this discounting cue isn't typically processed very thoroughly, so over time people forget that they discounted the information. When enough time has passed, all they will remember is the content of the persuasive message.

實質上，睡眠者效應表明，人們會因其既得利益和工作而一直相信某些論點，直至他們發現信息來源的確不可信纔會作罷。雖然折扣信息通常難以被徹底處理，但隨着時間的推移，人們就會逐漸忘記他們曾質疑這些信息的真實性。足夠長的時間過去後，人們記得的就只有說服性信息的內容了。

Think about a time when you heard an outlandish story from a friend who is prone to over-exaggeration. When you hear the story the first time, you may dismiss it as untrue because you don't trust the source. However, after a few months you may forget who told you the story and only remember the content of the story, therefore believing it to be true.

試想一下，你從一個喜歡誇誇其談的朋友那裏聽到了一個荒誕不經的故事。你第一次聽到這個故事時，因爲其來自於可信度低的信息源，所以你並不相信它。然而，幾個月後，你可能忘記了是誰跟你講的故事，只記得故事的內容，從此就會相信這個故事是真的了。

In terms of persuasion, the sleeper effect is most powerful when the message is discounted after it's received. For instance, imagine reading a magazine article which suggests a great vacation resort, only to find at the end of the article in small print that it's actually an advertisement paid for by the resort itself. The information may be discounted up front, but over time the sleeper effect will come into play, and all you will remember is hearing about the pristine beaches and gorgeous accommodations at the resort.

就說服力大小而言，睡眠者效應在信息被接收並大打折扣後對人產生的影響最爲明顯。舉個例子來說，你正在閱讀雜誌上的一篇文章，上面推薦了一個很棒的度假勝地，但你卻發現在文章的末尾有一排小字，正是此地自掏腰包做的宣傳。一開始你可能會懷疑信息的可信度，但隨着時間的推移，睡眠者效應將發揮作用，你就只會記得這個度假勝地擁有原生態的海灘和華麗的住宿環境，至於其他，早就拋諸腦後了。

ter-Arguments

4.反面論證

The most persuasive arguments are those that present both sides of an issue and then refute the ‘wrong' argument. This has been found to be a more successful tactic than simply presenting one side to an argument as if there was no alternative. Researcher Daniel O'Keefe collected the results of 107 different studies which were conducted over 50 years and published his findings in "How to Handle Opposing Arguments in Persuasive Messages: A Meta-Analytic Review of the Effects of One-Side and Two-Sided Messages". He found that across all types of persuasive messages and all types of audiences, two-sided arguments were more persuasive than their one-sided counterparts.

純粹展示單方論據會給人以你似乎別無選擇之感，不過，先呈現問題的兩面性而後再駁斥"錯誤"論點，這種謀略會更爲成功，也最具說服力。丹尼爾基夫（Daniel O'Keefe）研究員收集了107份已研究超過50年的不同課題的結果，認真分析後發表了他自己的調查結果："如何用具有說服力的信息處理反方論據：單方和雙方信息影響的元分析回顧"。他發現，縱覽全部有說服力的信息類型和所有受衆類型，雙方論據比單方補充更有說服力。

We've all seen politicians use counter-arguments to their advantage, and they are a key part of successful debating as well. It has been shown to be a powerful tactic regardless of if your audience already supports your idea or rejects it before you begin your argument. The most important part of using counter-arguments to your advantage is to refute the opposing view. It doesn't appear to matter whether counter-arguments are introduced at the beginning or end of an argument or whether they are sprinkled in throughout. As long as they are refuted, they will help you to persuade your audience.

政客們都善於利用反面論據來鞏固其優勢地位，而在一場成功的辯論裏，反面論據也是重要的組成部分。無論你的受衆一開始是支持還是反對你的觀點，這都是一種極有力的策略。用反面論據來支撐你的觀點，其關鍵就在於駁斥對方觀點。無論是在辯論的開端、結尾引用，還是其他任何時間點引用反面論據，這都不重要，重要的是，只要用之駁倒了對方的觀點，它們便可助你說服你的受衆。

Rule of Authority

3.權威法則

The rule of authority posits that when people are asked to do something by someone they view as an authority, most will obey. This is often true even if the order violates their consciences. The famous Milgram experimentinvestigated this theory by asking study participants to help test other people's ability to learn. Participants were instructed that "learners" in an adjoining room were tasked with memorizing lists, and that the participants' job was to shock the learners when they made a mistake. The "learners" were actually a knowing party to the experiment and they didn't actually receive any shocks. The study participants were seated at switches which they believed sent varying levels of shocks to the "learners" who could be viewed through a glass window in an adjoining room. The experimenter, who appeared to be an authority, told the participants to administer increasing levels of shocks as the "learners" cried out in mock pain, eventually pretending to faint. Although the participants grew increasingly nervous and agitated, over two-thirds of them administered the highest level of shocks when the experimenter ordered them to do so.

權威法則（rule of authority）假定了這樣一種情況：當人們認爲某人有權威時，大部分人都會遵從此人的要求去做一些事情。這一論斷往往是正確的，即使此人的命令有違他們的內心時亦如此。著名的米爾格倫實驗通過要求研究對象協助實驗人員來測試別人學習能力的方式印證了這一理論。實驗中，參與者被安排在"學習者"隔壁的房間裏，他們的任務是當"學習者"背誦清單犯錯時電擊他們，但其實"學生"是由研究人員假冒的，他們實際上不會真的被電到，而參與者對此毫不知情。參與者們被安排坐在電擊開關前，他們真的以爲只要觸動開關，就可以對只隔着一面玻璃牆的"學生"施以不同程度的電擊。當 "學生"假裝很痛苦地喊叫，參與者們不忍再下手時，實驗人員就表現得很權威，並告訴參與者要增加電擊程度，最終，"學生"假裝暈倒。此間，雖然參與者越來越緊張和焦慮，但當實驗人員要求參與者施以最高程度的電擊時，三分之二的人還是這麼做了。

When someone appears to have authority, special knowledge, impressive credentials, or simply carries an air of confidence, they are typically seen as more credible and therefore have more power over directing the attitudes and behaviors of others. When evaluating authority, people often look for professional titles such as Dr., Professor or President. Clothing is also a signifier, with army uniforms, police officer uniforms, white lab coats and even smart business suits conveying authority. Other symbols of authority include badges, guns, executive letterhead, even expensive watches.

當一個人有威信、專業知識、令人歎服的資歷或是特別自信時，他們通常都會看起來更可信，進而能對他人的態度和行爲產生更強的影響力。在評定權威時，人們常尋找專業頭銜，如博士、教授或總統等。同時，衣着也是一種標誌，軍裝、警服、白大褂、筆挺的商務套裝也都時刻傳遞着權威的訊息。此外徽章、槍支、印有行政字樣的信紙乃至名錶，也都是權威的標誌。

The rule of authority gives people a shortcut to making decisions based on what they perceive to be true based on their assumptions. Because it is impossible to methodically evaluate every element of every situation, people have to rely on shortcuts in order to make decisions based on limited information. Symbols of authority help people to decide who to trust to guide and protect us.

在人們基於其假設認爲某種情況真實的情況下，權威法則可以使其快速做出決定。因爲人們不可能有條不紊地評定每種情況下的每個要素，爲了根據有限的信息作出決定，他們不得不依靠權威法則提供的捷徑。而權威的標誌則可助人們決定選擇相信誰和讓誰來保護他們。

Norm of Reciprocity(Rule of Reciprocity)

2.互惠心理

The norm of reciprocity involves our social expectation and obligation to return favors done by others. Every single human culture trains their members in this unspoken rule.

互惠心理與我們對社會的期望、回饋他人善舉的心理息息相關，顯然，無論置身於何種文化之中，人們都會被這條不成文的"規則"濡染。

Researchers Kunz and Woolcott mailed Christmas cards in a 1976 experiment that illustrated this idea. They chose 578 strangers out of the Chicago telephone directory and sent them Christmas cards in the mail. They received cards in return from 20 percent of the original sample. Some even included family pictures and detailed letters. Even though these people had never heard of Kunz and had no idea who he was, they felt obligated to send him a Christmas card since they received one from him.

1976年，心理學家菲利普·昆茨（Phillip Kunz）與邁克爾·伍爾科特（Michael Woolcott）通過郵寄聖誕賀卡這一實驗證實了互惠心理。他們從芝加哥市的電話名錄中選出578個陌生人，給這些人郵寄聖誕賀卡。有20%的人回寄了賀卡，甚至還有人附上了全家福及詳細的書信。儘管這些人都與昆茨素昧平生，但他們會覺得，"受人玫瑰"理應"回以餘香"，因而回寄賀卡。

Persuasive people can use this social norm to their advantage, by giving something to someone or doing something for someone, in order to obtain something that they want from that person. Think about someone at a beauty counter who gives you a free makeup application. You technically have no commitment to buy anything, but you likely feel an uncomfortable pressure to purchase something. Similarly, a salesperson might use the tactic of offering you a free item or an upgrade if you make a purchase. The item or upgrade may not even be anything you particularly want, but since they seem to be doing you a favor by offering it, you feel obligated to buy.

"說客"們能使這一社交規律爲其所用，他們會通過贈予他人物品或給予他人幫助的方式，從對方身上獲取個人所需。試想一下，當化妝品專櫃的導購小姐熱情地給你試用裝時，雖然未強迫你買任何東西，但你很可能會因不好意思而購買一二。同樣地，銷售員也會利用這一技巧。他們會向你承諾，一旦你購買產品，同時就會獲得贈品或免費升級服務。雖然你未必需要這些，但由於互惠心理作祟，你會覺得自己應該把產品買下來。

ersion Theory of Minority Influence

1.衆從心理

Conversion theory of minority influence maintains that if someone breaks the unanimity of the majority, it captures the majority's attentions and causes them to reconsider their arguments and reasoning. If the new opinion garnered from the minority is validated, then it could sway the majority. This change in opinion is more likely to stick since this type of validation leads to private acceptance. This is in contrast to their original opinion, which was the result of simply following the majority because it seemed easier or because there was no real alternative.

衆從心理是指在一個羣體中，提出新觀點的小部分人會影響持另一觀點的大部分人，從而使他們重新審視自己的論點及論證。如果這一新觀點經過論證，切實可行，大衆的立場可能會因此而改變。之所以這一對傳統觀點的顛覆更易被堅持，是因爲在論證過程中，人們會發自內心地認同這一新觀點。雖然這與人們僅出於從衆心理持有的最初觀點截然相反，但當時做出這樣選擇，是由於隨大流看上去更容易或者之前沒有其他切實可行的選擇。

In order to make your minority opinion most powerful and likely to sway others, it needs to be expressed with consistency and with confidence. It also needs to appear reasonable and unbiased. When trying to implement the conversion theory of minority influence, you need to resist the natural social pressure from the majority. Position yourself as the voice of reason, while steadily subverting your target people and convincing them to join your side.

如果你希望自己的觀點擲地有聲、震懾全場，就必須做到論點合情合理、毫無偏頗，表述胸有成竹、前後一致。當然了，在利用衆從心理時，你首先要頂住來自大衆的社會壓力。不妨把自己當作真理的代言人，從容不迫，"穩步出擊"，說服對方贊同自己的觀點。

With the power of persuasion, you can learn how to take control of the circumstances around you. In today's competitive world, knowing the tips and tricks to getting what you want will help you succeed. Whether you're dealing with your colleagues, your spouse, your friends or your clients, these psychological tips will help you understand your interactions and use them for your benefit. Try employing some of them today, and you'll be amazed at how effective they can be. Just remember, always use your powers for good; not evil!

通過學習如何運用說服力技巧，你就能把控周圍的環境，運籌帷幄，達成所願。我們身處如今這個競爭空前激烈的社會，學會運用上述技巧去獲取個人所需，定能助我們走向成功。無論是面對客戶、同事，還是朋友、愛人，這些心理學小貼士都有助於加深我們對自己人際關係的理解和把控，從而利用它們達到自己的目的。今天就把這些妙招用上吧，它們的效用一定會讓你驚呆的，但是切記要用在正道上。

審校:落月 編輯:橘子 來源：前十網