Marketing and sales main goal is to persuade people to buy things. They leverage on techniques that try to influence people and their behaviour. To avoid to be fooled, it is necessary to learn how we are influenced and how to avoid it when it is not convenient.

The following are various conclusions that I have made on this topic:

• We are influenced by what tend to satisfy our basic psychological needs: Competence, Autonomy, Relatedness.
• When someone propose us something, ask yourself:
  • What is the function of what they are proposing?
  • What is the utility of what they are proposing?
  • What is the value of what they are proposing to me?
• Thinking rationally we are less influenced.
• If we want to really convince other people, propose something that have value for us and for the other people.

Related Questions:

• What is the difference between utility and value?
• How to define value?
• How to think rationally?

Related Topics:

• Communication

References

• Influence. The Psychology of Persuasion | 2021 | Robert Cialdini
• Introduction to Self-Determination Theory | University of Rochester by Coursera