I’m reading Influence by Robert Cialdini, and some parts of the book have been unsettling. Influence discusses strategies that are effective at changing people’s behavior and beliefs. Of course, not all techniques work on all people in all situations. But because they’re often effective enough, you’ll typically see them wielded by salespeople, political activists, cult leaders, and other folks who are deeply motivated to be persuasive.
One of the insights in the book is that people will often become the instruments of their own change. You nudge them towards a particular path, and they do the rest. Their brains begin to reinforce certain associations, build certain habits, and concoct rationalizations. People can easily overestimate how much control they have and can come to believe that an idea was their own all along.
I’ve also come across passages that provide insight into behaviors often seen on social media. The book initially came out in the 1980s, and the revised version I’m reading now was published in 2007. I think this was before the major social media sites became mainstream, so I don’t know if the author will bring them up at any point. But even though these excerpts don’t refer specifically to Twitter or Facebook, they’re still insightful about the way people often behave on those sites: