十大心理學技巧助你有效地說服別人(上)

We all strive to get what we want out of life, and each and every day we engage in interactions with the goal of getting something that we want or need. Inevitably, it always seems that some people are better at getting what they want than others are. We may simply chalk this up to good luck and good fortune, but it's more likely that there are other forces at play. People that seem to have everything go their way are probably just better at employing tactics of hological principles underlie all human interaction, and by understanding what these are we can manipulate them to our advantage. Here are ten psychology tricks that persuasive people use to get what they want. They are all backed by real-life research, and have been shown to be effective in everyday situations. Advertisers, sales people, and politicians have been using them for decades. Now it's time for you to get in on the persuasive action.

生活中，爲了得到自己想要的東西，我們都很努力地打拼，日復一日，絕不懈怠。但相較於其他人，似乎總有一些人不費吹灰之力便可得到自己想要的東西。我們或許會將他們的成功僅僅歸因於運氣好，但其實更可能是其他因素在起作用。這些人之所以看起來萬事都稱心如意，也許正是因爲他們懂得如何運用說服別人的技巧。心理學法則暗藏於一切人際交往中，瞭解這些法則，就能讓它們爲你所用。在本文中，我們將爲您呈現10個心理學技巧--"說客"們常用它們來達到自己想要的效果。它們都來源於對真實生活的觀察和研究，其有效性已在日常生活中得到反覆驗證。 廣告商、銷售員以及政客們都已經沿用這些技巧數十年，那麼，你也快來加入"說服行動"吧，就趁現在！

Mindlessness of Ostensibly Thoughtful Action

10.人們看似思慮周全的行爲中也包含盲目性

Sometimes the easiest way to get what you want is to simply provide a reason for why you are asking, even if it's nonsensical. The word "because" is a powerful part of a successful persuasive sentence, particularly when it comes to asking for small favors. This is because people are conditioned to respond to certain patterns in certain ways. When people are asked for a small favor, they often subconsciously default to a script where, "a small favor was asked of me, and a reason was given, so I should comply." Because people aren't always mindful when processing the information, the actual reason given is often less important than the fact that a reason was given at all.

有時，你若想要得到別人的幫助，最簡單的方法就是給他一個理由，即使這個理由毫無意義。"因爲"這個詞語是一個有說服力的句子中相當重要的部分，尤其是在幫助你不過舉手之勞時，別人更不會拒絕。這是因爲人們習慣於在某些特定的情境下做出特定的反應。當遇到有人請求幫他一點小忙時，人們通常會下意識地默認這樣一個心理思維情境--"別人找我幫一個小忙，也給出了理由，所以我應該幫助他"。由於人們在處理信息時並不能時刻保持警覺，因此給他一個理由比這個理由本身真實與否更加重要。

To illustrate this principle, we can turn to the study by Harvard University's Ellen Langer titled, "The Mindlessness of Ostensibly Thoughtful Action: The Role of ‘Placebic' Information in Interpersonal Interaction". In this study, adults in line to make copies at a Xerox machine were asked one of three questions. The first, "Excuse me, I have five pages. May I use the Xerox machine?" was a simple request. The second question, "Excuse me, I have five pages. May I use the Xerox machine, because I have to make copies?" was a request with placebic information. The third question, "Excuse me, I have five pages. May I use the Xerox machine, because I'm in a rush?" was a request with real information. The study then had participants ask the same three questions, but with a request for 20 pages instead of 5.

爲了驗證這個心理學法則，我們來看看哈佛大學的心理學教授艾倫·蘭格（Ellen Langer）的一項實驗研究--"人們看似深思熟慮的行爲中也包含盲目性：論帶有催眠作用的語言信息在人際交往中的作用"。在該實驗中，研究人員從以下三個問題中隨機挑選一個來尋問正在複印機前排隊等候複印文件的人。第一個問題只是簡單的求助："你好，打擾一下，我有5頁文件，可以讓我先複印嗎？"；第二個問題里加了起催眠作用的理由："你好，打擾一下，我有5頁文件必須要複印，可以讓我先來嗎？"；第三個問題里加了實質性的理由："你好，打擾一下，我有5頁文件要複印，很急用，可以讓我先來嗎？"。隨後，研究人員又問了參與者三個同樣的問題，只不過把上述問題裏的"5頁"換成了"20頁"。

The researchers found that when a request was small, for 5 pages, people defaulted to the script mentioned above (favor asked, reason given, comply). So even when a bogus reason was given – I have to use the copy machine because I have to make copies – people were still 93 percent likely to comply with the small favor of making five copies. Without any reason being given, people were only 60% likely to comply. However, when the favor was larger and someone asked to cut in line to make 20 copies, people were more mindful of the reason given, and did not comply at nearly the same rates when an irrelevant reason was given.

研究者發現，在求助者提出要複印5頁文件這種很小的請求時，人們會默認上文中提到的思維模式（提出請求、給出理由、答應請求）。所以，即使你給出一個不算理由的理由--我要複印所以我要用複印機--也依然有93%的人願意提供幫助。但是，只有60%的人願意答應不帶任何理由的請求。然而，在有人提出要插隊複印20份文件這種更過分的請求時，人們便會認真考慮對方給出的理由，此時，給出無關緊要的理由與不給任何理由被拒絕的比例幾乎是一樣的。

The moral of the story here is that if you want something small from someone, your chances will increase significantly if you provide a reason for your request, no matter how irrelevant that reason may be.

這個實驗告訴我們：如果你想從別人那裏得到小小的幫助，那就給別人一個理由，它多麼無關緊要都好，能顯著提高你的成功率纔是最重要的。

rmation Manipulation Theory

9.信息操控理論

Many persuasive people are able to obtain what they want by using deceptive communication practices. Steven McCormack's Information Manipulation Theory suggests that people hold certain assumptions regarding conversation, and that someone can secretly violate these conversational maxims for the purpose of deceiving his or her listeners.

很多"說客"運用誤導性的溝通技巧來達到自己想要的效果。史蒂文·麥科馬克（Steven McCormack）的"信息操控理論"表明，人們一般會秉持一定的談話準則，但有人爲了達到誤導或欺騙聽衆的目的，會偷偷越過這些界線。

There are four conversational maxims set forth by McCormack: quantity, which means that information is complete and full; quality, which means that information is truthful and accurate; relation, which means that information is relevant to the conversation; and manner, which means that information is expressed in an easy-to-understand way, with non-verbal cues supporting the tone of the statement.

麥科馬克制定了四個談話準則：完整性，即信息完整豐富；準確度，即信息準確可靠；關聯性，即信息與談話高度相關；態度方式，即表達方式易懂，必要時應配以肢體、眼神等非語言動作來幫助闡明所述觀點。

When someone wants to be deceptive to achieve a desirable outcome for themselves or their cause, they might manipulate the information that they disclose, violating the conversational maxim of quantity. Or people may distort the information that they disclose, violating the maxim of quality. Or people may present the information in a vague or unclear way, violating the maxim of relation. Or, finally, people may present information that is irrelevant to the preceding dialogue, violating the maxim of manner.

不論是爲一己之私還是事出有因，當有人想通過誘導欺騙來獲得理想結果時，他們可能違背"完整性"這一談話準則，縮減自己想要表達的信息，可能違背"準確度"這一準則，歪曲信息；可能違背"關聯性"這一準則，表達得含糊不清；最後還可能違背"態度方式"這一準則，答非所問。

By manipulating and exploiting one or more of the assumptions that govern conversational exchanges, people can mislead listeners. An example of the persuasive power of Information Manipulation given in McCormack's theory is a teenager who convinces their parents to let them to go to a party by saying that an adult will be there. However, the teenager failed to mention that the adult is a friend's 21-year-old sibling who is supplying alcohol for the party.

通過操控和利用一個或幾個談話準則，人們便可以誤導聽衆。麥科馬克在他的理論中列舉了一個例子，以證明"信息操控"擁有強大的說服力：一位少年告訴其父母會有成年人出席他要參加的派對，從而成功取得了父母的同意。然而這個青少年沒有提到的是，這個所謂的"成年人"不過是他朋友21歲的哥哥--來給這場派對提供酒水。

ing

8.啓動效應

Priming is a non-conscious form of human memory that is concerned with the perceptual, semantic or conceptual identification of words and objects through repetition. Priming can be used as a psychological tactic used to subconsciously train a person's memory. For instance, a stage magician or psychic might say the words "try" and "cycle" several times throughout a show, covertly priming an audience member to later think of the word "tricycle."

啓動效應是指人類記憶的一種非意識模式，它與通過不斷重複形成的對詞彙或其他事物的感性、語義和概念的識別相關。啓動效應可以作爲一種心理戰術，有意識地去訓練和開發人的記憶能力。例如，如果舞臺上的魔術師或巫師在表演中反覆強調"try"和"cycle"這兩個單詞，潛移默化地來加深觀衆對這兩個詞的記憶，就會使得觀衆隨後聯想到"tricycle"這個單詞。

People's behavior can also be altered through priming. The study "Automaticity of Social Behavior: Direct Effects of Trait Construct and Stereotype Activation on Action" asked groups of students to unscramble different words. One group received words of politeness, one group received words of rudeness, and one group received neutral words. After they unscrambled the words, the students were instructed to go the test administrator's office down the hall. In each case, the test administrator was found engaged in a conversation when they arrived. The control group of students who were exposed to the neutral words interrupted the test administrator 37 percent of the time. The students who were exposed to the rude words were covertly primed for rudeness, and they interrupted the test administrator 63 percent of the time. The students who were exposed to the polite words were covertly primed to behave politely, and they only interrupted 17 percent of the time.

人們的行爲也可以通過這種啓動效應進行改變。在一項名爲"社會行爲自主性：特徵構建和刻板印象激活對行爲的直接影響"的研究中，研究者將參與實驗的同學分組，要求幾組學生分別整理不同詞性的詞語。其中一組學生拿到的是敬語，另一組拿到的是一些粗語，最後一組同學拿到的是一些中性詞。他們整理完這些單詞後，都被要求去樓下大廳的考務官辦公室接受測驗。每組學生到達時都發現考務官正在跟別人談話。接觸中性詞彙的對照組學生，打斷考務官談話的時間佔到受試總時間的37%；而接觸粗語的學生，他們自身的行爲也在不知不覺間變得比較粗魯無禮，他們中斷考務官談話的時間佔到總時間的63%，而那些接觸敬語的學生，似乎也受到那些詞語潛移默化的影響而表現的很有禮貌、很有耐心，他們打斷考務官談話的時間只佔了總時間的17%。

Priming clearly provides a stimulus that influences future thoughts and actions. Primed ideas tend to be more effective the more recent they are. Once primed, certain thoughts are brought close to the surface of the subconscious, making them more accessible and more relevant than other thoughts. Successful attempts at priming in order to influence someone towards a desired outcome needs to be done subtly. If the person realizes that they are being primed then your efforts will have the adverse effect.

顯然，啓動效應給受試者帶來了一種足以影響他們之後的想法和行爲的刺激。當啓動變得越來越頻繁的時候，所產生的影響力也會更加明顯。經過這種啓動的刺激後，一些特定的想法慢慢從潛意識中浮出，變得容易被聯想和接受，從而更有效，更直接地去影響人們的行爲。爲了順利影響某人並引導其走向你想要的結局，你必須巧妙地行動以求成功觸發啓動效應。因爲如果對方已經意識到他正在被啓動，那你的一切努力就將徒勞無功，還會適得其反，對你自身產生不利影響。

mate Terms

7.終極詞彙

Researchers have found that there are certain words which carry power when they are used because of their particular meaning within each culture. There are three general categories of persuasive Ultimate Terms: God terms, Devil terms, and charismatic terms.

研究者發現，有些特定詞彙在任何文化背景下都具有特殊的含義，它們一經使用就必然攜帶着一種力量。這些有說服力的終極詞彙主要有以下三類："上帝詞彙"（God terms），"魔鬼詞彙"（Devil terms）以及充滿號召力的詞彙（charismatic terms）。

God terms are good terms like progress, fact, family values, balanced budget and critical thinking. Devil terms are bad terms like racist, communist, terrorist, fascist, Nazi, gang member, sexual harassment and sweat shop. Charismatic terms are observable terms with a mysterious power, and they often require sacrifice. Charismatic terms include freedom and democracy.

"上帝詞彙"，就是一些包含正面評價的詞，例如進步，事實，家庭價值觀，收支平衡預算以及批判性思維等。"魔鬼詞彙"，就是一些折射負面評價的詞彙，例如種族主義者，恐怖分子，法西斯分子，納粹黨人，黑幫成員，性騷擾以及血汗工廠等。而那些有號召力的詞彙就是指一些好似擁有魔力、能讓人們爲之流血犧牲的詞，比如自由和民主。

Politicians have been known to use ultimate terms to advance their ideas and policies. For instance, the Pentagon is called the Department of Defense, tax cuts are called tax relief, and vouchers become opportunity scholarships.

政治家們慣用此方式推行他們的政治理念和治國方針早已人盡皆知。舉例來說，五角大樓被稱爲國防部，減稅叫做稅務優惠，教育補助金券(vouchers)叫做機會獎學金(opportunity scholarships)。

Sales people are often known for using certain words that appeal to basic needs. For example, the words "guaranteed" and "proven" evoke safety and the word "exclusive" suggests esteem. Negative words can also be used to scare people into action in the opposite direction. For instance, the word "dangerous" puts our safety at risk, while the word "ridicule" and "run-of-the-mill" put our esteem in question.

銷售人員一般也以使用一些特定的術語來達到目的而著稱。例如"有保證的"和"已被證實"這樣的字眼總會給人以安全感，而"獨一無二"這個詞則暗示了極高的讚譽。在聽到這些詞語後，顧客會覺得這樣的產品安全值得信賴因而去購買。同樣的，一些包含否定性評價的詞彙也可以對人們形成恫嚇，使其朝着相反的方向行動。例如，"危險"這個詞就會讓人覺得自己面臨安全風險，而"嘲笑"以及"平凡"這類的詞又會有些傷自尊。

To be effective, ultimate terms must be used with a light touch. If ultimate terms are used repeatedly, they will quickly begin to lose their power. This could even lead to the opposite of the desired effect.

一般而言，要想這一心理學技巧行之有效，那麼在使用這些終極術語時就需點到爲止，切忌不斷重複。如果這些詞彙被頻繁而重複地使用，其效力就會大大降低，甚至可能適得其反。

city

6.稀缺原則

The principle of scarcity is based on the fact that if something is believed to be unavailable in the future, it will seem more valuable. The thought of losing out on something is a more powerful motivation than the thought of gaining something of equal value. If people think they can't have something, then it becomes more attractive.

稀缺原則往往基於這樣一個事實：越是得不到的東西，似乎越珍貴。錯失某物總是比獲得相應的等價物更易讓人念念不忘。若是人們認爲他們無法擁有某些東西，這些東西對他們而言反而更具吸引力。

The scarcity tactic is used in sales all the time. Customers are encouraged to buy an item before there are no more left, and limited numbers are often advertised regardless of whether an actual shortage exists or not. Deadlines work in much the same way. Offers that come along with a tagline of, "Act now before it's too late" are used to encourage people to buy something before they miss out on the opportunity.

稀缺原則一直被用作一種營銷手段。商家總是在真正缺貨前就慫恿消費者購買商品，無論商品是否真的缺貨商家都會打廣告稱缺貨限購。而鼓吹已是最後時限的營銷與此有着異曲同工之妙。那些商品的價簽上總會打上"機會不是天天有，該出手時就出手"這樣的標語，促使消費者莫失良機，購買商品。

Scarcity has also been shown to come into play in interpersonal relationships. A potential mate may not hold an overwhelming appeal to someone, but once their availability is threatened then they suddenly become more much more desirable and wanted. The scarcity principle also has a strong influence on getting people to change health behaviors. People are much more likely to adopt healthier habits if they are threatened with what they will lose if they don't change a certain behavior, rather than told what they will gain if they do.

稀缺原理也被證明可在人際交往中發揮作用。一個對某人來說可有可無的"備胎"，原本可以呼之即來揮之即去。但是當他開始變得有些難以掌控時，反而會突然更合某人眼緣，讓人更加重視和珍惜。稀缺原理在幫助人們改善健康習慣方面也能起很大作用。相比於告知人們選擇健康的生活方式可以得到些什麼，遠不如告知他們不改變自己的不良習慣將會失去什麼更加有效。

Part of the scarcity principle involves the fact that people don't want to be denied any freedom that they currently have. As opportunities and items become less available, we lose the freedom to choose those opportunities or items.

稀缺原理還表現在人們不想被剝奪任何現有的自由。但隨着機會與可選項越來越難以獲得，人們也會失去選擇它們的自由。

審校:落月 編輯:橘子 來源：前十網