From the course: Practical Influencing Techniques

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Compared to what?

Compared to what?

From the course: Practical Influencing Techniques

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Compared to what?

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- I mentioned earlier on, the book that I think is probably the best book ever on influencing and it's just called Influence by Robert Cialdini. And in there, he talks about various experiments that were done and various things that were discovered about what influences our brains. And one of his influencing factors is called perceptual contrast. When you perceive a contrast between two things. So, he says for example that if you are selling a bottle of wine for 20 pounds that sounds quite a lot. And if you have a bottle of wine for 20 and a bottle for 15, then the 20 seems like a lot. But if you have three bottles of wine and one of them is 50, one of them is 20 and one of them is 15, you start thinking, well, that 20's really good value. So, we compare things, we can't help but compare things. I sometimes use the example, is a sheep a big or a small animal? And the answer is, it depends what it's next to. If it's next to a…

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