Invisible Influence: The Power to Persuade Anyone, Anytime, Anywhere

6

Reactance Removed

Imagine you are taking a walk through an upscale neighborhood with a friend.

You are talking about all things persuasion, and your friend suggests an experiment. The framework is simple. You will walk up to randomly selected doors of upper-class homes (McMansions) in this neighborhood and make an obviously valuable offer that no one in their right mind could logically refuse.

How Can They Possibly Say No?

Your friend places a one-ounce gold coin in your hand. On the day of this experiment, its spot price is almost $1,800. Unlike other scientific experiments, your friend bets you $2,000 you can’t sell the $1,800 gold eagle for $900 cash or check to an adult who opens the door to any of the next 10 houses.

It’s a mostly sunny day: right around 70 degrees, just before noon on a Sunday in September.

You briefly pause, realizing the guy who opens the door is going to get a great deal. It’s identical to exchanging $1,800 for $900. Any idiot would do that.

You will then get paid $2,000 and the transaction is complete.

Meanwhile, your friend will be out $2,900 ($2,000 to you and he’ll get only $900 back from the transaction itself). But he’ll live. He’s made of money.

In the spirit of being a good guy, you accept the bet.

You walk up to the house. A 50-year-old doctor opens the door. The name isn’t on the mailbox, but your experimenting friend lived in the neighborhood a few years ago and gave you the names of the people so you at least have that going for you as you ...