Pre-Suasion

About the Author

Robert Cialdini is a prominent figure in the field of psychology, particularly known for his extensive research on influence and persuasion. He gained widespread recognition with his book Influence, which became a seminal work in understanding the psychological principles that govern human behavior. Building on his foundational research, Cialdini wrote Pre-Suasion, where he delves into the often-overlooked aspect of influence: what happens before the persuasive message is delivered. Cialdini’s work is grounded in rigorous academic research, and his insights have been applied in diverse fields, including marketing, negotiation, and politics. He has served as the Regents’ Professor Emeritus of Psychology and Marketing at Arizona State University and has consulted for high-profile campaigns, including Barack Obama’s 2012 presidential run.

Main Idea

Pre-Suasion introduces the concept that the key to successful persuasion lies not solely in the content of the message but in what occurs immediately before the message is delivered. Cialdini argues that by carefully preparing the audience and directing their attention in specific ways, communicators can significantly increase the likelihood of persuasion. This process, which he terms "pre-suasion," involves setting the stage so that the audience is more receptive to the message when it arrives. The book explores various techniques and strategies that can be employed to achieve this, emphasizing that the context and timing of a message are as important as the message itself.

Table of Contents

1. Introduction: The Power of Pre-Suasion
2. The Importance of the Moment Before Deciding
3. Instruments of Pre-Suasion: Language, Images, and Environments
4. Directing Attention: Aligning with Audience Preferences
5. Consistency: The Desire for Internal Alignment
6. Authority: Leveraging Credibility
7. Likability: The Influence of Affection
8. Connectedness: Unity and Shared Identity
9. Commitment: Anchoring Behavioral Changes

Introduction: The Power of Pre-Suasion

In Pre-Suasion, Robert Cialdini expands on his previous work by focusing on the critical moments before persuasion takes place. He argues that these moments can significantly influence the effectiveness of the persuasive message. Cialdini introduces the concept of "pre-suasion," which refers to the strategic preparation of the audience to make them more receptive to the message. This involves guiding the audience's attention to specific aspects that will make them more likely to be persuaded when the message is finally delivered.

Cialdini captures this idea with the statement:

“The secret doesn’t lie in the message, but in the moment before the message is delivered.” — Robert Cialdini

This introduction sets the tone for the rest of the book, where Cialdini explores various techniques for harnessing the power of pre-suasion to enhance the impact of persuasive communication.

The Importance of the Moment Before Deciding

Cialdini emphasizes that the moments immediately before a decision are pivotal in determining the outcome. He draws on numerous studies to illustrate how small prompts or environmental cues can significantly influence people's decisions. For example, Cialdini cites a study where participants were asked whether they were happy or unhappy with their social lives. Those asked about unhappiness were much more likely to report dissatisfaction, highlighting how the framing of a question can steer perceptions.