5.睡眠者效应
The sleeper effectis the increased impact of a persuasive message over time. The more time that passes after someone has been exposed to a message, the more their attitude will be influenced by it. This may seem counter-intuitive, and in fact it only happens under certain conditions. The persuasive message has to be a major one to get our attention and to stay there, and it has to be accompanied by a discounting cue, like a low credibility source or a message disclaimer. This arouses the suspicion of the truth of the message, which suppresses any immediate change or dismisses it as propaganda. However, over time people do tend to be persuaded, because the message starts spreading and it is no longer associated with the untrustworthy source.
睡眠者效应是指随着时间推移，说服性信息的影响会不断增加。人们知晓信息后经过的时间越长，其态度就越会被所接收的信息影响。这听起来似乎有点反常，事实上，也只在特定的条件下，这种情况才会发生。尽管那些有说服力的信息才是我们的主要关注点，但与之相伴的必然还有折扣信息，例如可信度低的信息来源或者免责声明。这使得人们对信息的真实性有所怀疑，这种怀疑反而可以变成一种宣传路径，恰好可以抑制信息即变与消散的发生。然而，随时间的推移，人们会渐渐被说服，因为这类信息开始广为传播，并且和那个不可靠的信息源不再有任何关联。
In essence, the sleeper effect shows that people are convinced by arguments until they see that the source of the message cannot be trusted because of their vested interests and agendas. However, this discounting cue isn't typically processed very thoroughly, so over time people forget that they discounted the information. When enough time has passed, all they will remember is the content of the persuasive message.
实质上，睡眠者效应表明，人们会因其既得利益和工作而一直相信某些论点，直至他们发现信息来源的确不可信才会作罢。虽然折扣信息通常难以被彻底处理，但随着时间的推移，人们就会逐渐忘记他们曾质疑这些信息的真实性。足够长的时间过去后，人们记得的就只有说服性信息的内容了。
Think about a time when you heard an outlandish story from a friend who is prone to over-exaggeration. When you hear the story the first time, you may dismiss it as untrue because you don't trust the source. However, after a few months you may forget who told you the story and only remember the content of the story, therefore believing it to be true.
试想一下，你从一个喜欢夸夸其谈的朋友那里听到了一个荒诞不经的故事。你第一次听到这个故事时，因为其来自于可信度低的信息源，所以你并不相信它。然而，几个月后，你可能忘记了是谁跟你讲的故事，只记得故事的内容，从此就会相信这个故事是真的了。
In terms of persuasion, the sleeper effect is most powerful when the message is discounted after it's received. For instance, imagine reading a magazine article which suggests a great vacation resort, only to find at the end of the article in small print that it's actually an advertisement paid for by the resort itself. The information may be discounted up front, but over time the sleeper effect will come into play, and all you will remember is hearing about the pristine beaches and gorgeous accommodations at the resort.
就说服力大小而言，睡眠者效应在信息被接收并大打折扣后对人产生的影响最为明显。举个例子来说，你正在阅读杂志上的一篇文章，上面推荐了一个很棒的度假胜地，但你却发现在文章的末尾有一排小字，正是此地自掏腰包做的宣传。一开始你可能会怀疑信息的可信度，但随着时间的推移，睡眠者效应将发挥作用，你就只会记得这个度假胜地拥有原生态的海滩和华丽的住宿环境，至于其他，早就抛诸脑后了。
4.反面论证
The most persuasive arguments are those that present both sides of an issue and then refute the ‘wrong' argument. This has been found to be a more successful tactic than simply presenting one side to an argument as if there was no alternative. Researcher Daniel O'Keefe collected the results of 107 different studies which were conducted over 50 years and published his findings in "How to Handle Opposing Arguments in Persuasive Messages: A Meta-Analytic Review of the Effects of One-Side and Two-Sided Messages". He found that across all types of persuasive messages and all types of audiences, two-sided arguments were more persuasive than their one-sided counterparts.
纯粹展示单方论据会给人以你似乎别无选择之感，不过，先呈现问题的两面性而后再驳斥"错误"论点，这种谋略会更为成功，也最具说服力。丹尼尔基夫（Daniel O'Keefe）研究员收集了107份已研究超过50年的不同课题的结果，认真分析后发表了他自己的调查结果："如何用具有说服力的信息处理反方论据：单方和双方信息影响的元分析回顾"。他发现，纵览全部有说服力的信息类型和所有受众类型，双方论据比单方补充更有说服力。
We've all seen politicians use counter-arguments to their advantage, and they are a key part of successful debating as well. It has been shown to be a powerful tactic regardless of if your audience already supports your idea or rejects it before you begin your argument. The most important part of using counter-arguments to your advantage is to refute the opposing view. It doesn't appear to matter whether counter-arguments are introduced at the beginning or end of an argument or whether they are sprinkled in throughout. As long as they are refuted, they will help you to persuade your audience.
政客们都善于利用反面论据来巩固其优势地位，而在一场成功的辩论里，反面论据也是重要的组成部分。无论你的受众一开始是支持还是反对你的观点，这都是一种极有力的策略。用反面论据来支撑你的观点，其关键就在于驳斥对方观点。无论是在辩论的开端、结尾引用，还是其他任何时间点引用反面论据，这都不重要，重要的是，只要用之驳倒了对方的观点，它们便可助你说服你的受众。
3.权威法则
The rule of authority posits that when people are asked to do something by someone they view as an authority, most will obey. This is often true even if the order violates their consciences. The famous Milgram experimentinvestigated this theory by asking study participants to help test other people's ability to learn. Participants were instructed that "learners" in an adjoining room were tasked with memorizing lists, and that the participants' job was to shock the learners when they made a mistake. The "learners" were actually a knowing party to the experiment and they didn't actually receive any shocks. The study participants were seated at switches which they believed sent varying levels of shocks to the "learners" who could be viewed through a glass window in an adjoining room. The experimenter, who appeared to be an authority, told the participants to administer increasing levels of shocks as the "learners" cried out in mock pain, eventually pretending to faint. Although the participants grew increasingly nervous and agitated, over two-thirds of them administered the highest level of shocks when the experimenter ordered them to do so.
权威法则（rule of authority）假定了这样一种情况：当人们认为某人有权威时，大部分人都会遵从此人的要求去做一些事情。这一论断往往是正确的，即使此人的命令有违他们的内心时亦如此。著名的米尔格伦实验通过要求研究对象协助实验人员来测试别人学习能力的方式印证了这一理论。实验中，参与者被安排在"学习者"隔壁的房间里，他们的任务是当"学习者"背诵清单犯错时电击他们，但其实"学生"是由研究人员假冒的，他们实际上不会真的被电到，而参与者对此毫不知情。参与者们被安排坐在电击开关前，他们真的以为只要触动开关，就可以对只隔着一面玻璃墙的"学生"施以不同程度的电击。当 "学生"假装很痛苦地喊叫，参与者们不忍再下手时，实验人员就表现得很权威，并告诉参与者要增加电击程度，最终，"学生"假装晕倒。此间，虽然参与者越来越紧张和焦虑，但当实验人员要求参与者施以最高程度的电击时，三分之二的人还是这么做了。
When someone appears to have authority, special knowledge, impressive credentials, or simply carries an air of confidence, they are typically seen as more credible and therefore have more power over directing the attitudes and behaviors of others. When evaluating authority, people often look for professional titles such as Dr., Professor or President. Clothing is also a signifier, with army uniforms, police officer uniforms, white lab coats and even smart business suits conveying authority. Other symbols of authority include badges, guns, executive letterhead, even expensive watches.
当一个人有威信、专业知识、令人叹服的资历或是特别自信时，他们通常都会看起来更可信，进而能对他人的态度和行为产生更强的影响力。在评定权威时，人们常寻找专业头衔，如博士、教授或总统等。同时，衣着也是一种标志，军装、警服、白大褂、笔挺的商务套装也都时刻传递着权威的讯息。此外徽章、枪支、印有行政字样的信纸乃至名表，也都是权威的标志。
The rule of authority gives people a shortcut to making decisions based on what they perceive to be true based on their assumptions. Because it is impossible to methodically evaluate every element of every situation, people have to rely on shortcuts in order to make decisions based on limited information. Symbols of authority help people to decide who to trust to guide and protect us.
在人们基于其假设认为某种情况真实的情况下，权威法则可以使其快速做出决定。因为人们不可能有条不紊地评定每种情况下的每个要素，为了根据有限的信息作出决定，他们不得不依靠权威法则提供的捷径。而权威的标志则可助人们决定选择相信谁和让谁来保护他们。
2.The Norm of Reciprocity(Rule of Reciprocity)
2.互惠心理
The norm of reciprocity involves our social expectation and obligation to return favors done by others. Every single human culture trains their members in this unspoken rule.
互惠心理与我们对社会的期望、回馈他人善举的心理息息相关，显然，无论置身于何种文化之中，人们都会被这条不成文的"规则"濡染。
Researchers Kunz and Woolcott mailed Christmas cards in a 1976 experiment that illustrated this idea. They chose 578 strangers out of the Chicago telephone directory and sent them Christmas cards in the mail. They received cards in return from 20 percent of the original sample. Some even included family pictures and detailed letters. Even though these people had never heard of Kunz and had no idea who he was, they felt obligated to send him a Christmas card since they received one from him.
1976年，心理学家菲利普·昆茨（Phillip Kunz）与迈克尔·伍尔科特（Michael Woolcott）通过邮寄圣诞贺卡这一实验证实了互惠心理。他们从芝加哥市的电话名录中选出578个陌生人，给这些人邮寄圣诞贺卡。有20%的人回寄了贺卡，甚至还有人附上了全家福及详细的书信。尽管这些人都与昆茨素昧平生，但他们会觉得，"受人玫瑰"理应"回以余香"，因而回寄贺卡。
Persuasive people can use this social norm to their advantage, by giving something to someone or doing something for someone, in order to obtain something that they want from that person. Think about someone at a beauty counter who gives you a free makeup application. You technically have no commitment to buy anything, but you likely feel an uncomfortable pressure to purchase something. Similarly, a salesperson might use the tactic of offering you a free item or an upgrade if you make a purchase. The item or upgrade may not even be anything you particularly want, but since they seem to be doing you a favor by offering it, you feel obligated to buy.
"说客"们能使这一社交规律为其所用，他们会通过赠予他人物品或给予他人帮助的方式，从对方身上获取个人所需。试想一下，当化妆品专柜的导购小姐热情地给你试用装时，虽然未强迫你买任何东西，但你很可能会因不好意思而购买一二。同样地，销售员也会利用这一技巧。他们会向你承诺，一旦你购买产品，同时就会获得赠品或免费升级服务。虽然你未必需要这些，但由于互惠心理作祟，你会觉得自己应该把产品买下来。
1.Conversion Theory of Minority Influence
1.众从心理
Conversion theory of minority influence maintains that if someone breaks the unanimity of the majority, it captures the majority's attentions and causes them to reconsider their arguments and reasoning. If the new opinion garnered from the minority is validated, then it could sway the majority. This change in opinion is more likely to stick since this type of validation leads to private acceptance. This is in contrast to their original opinion, which was the result of simply following the majority because it seemed easier or because there was no real alternative.
众从心理是指在一个群体中，提出新观点的小部分人会影响持另一观点的大部分人，从而使他们重新审视自己的论点及论证。如果这一新观点经过论证，切实可行，大众的立场可能会因此而改变。之所以这一对传统观点的颠覆更易被坚持，是因为在论证过程中，人们会发自内心地认同这一新观点。虽然这与人们仅出于从众心理持有的最初观点截然相反，但当时做出这样选择，是由于随大流看上去更容易或者之前没有其他切实可行的选择。
In order to make your minority opinion most powerful and likely to sway others, it needs to be expressed with consistency and with confidence. It also needs to appear reasonable and unbiased. When trying to implement the conversion theory of minority influence, you need to resist the natural social pressure from the majority. Position yourself as the voice of reason, while steadily subverting your target people and convincing them to join your side.
如果你希望自己的观点掷地有声、震慑全场，就必须做到论点合情合理、毫无偏颇，表述胸有成竹、前后一致。当然了，在利用众从心理时，你首先要顶住来自大众的社会压力。不妨把自己当作真理的代言人，从容不迫，"稳步出击"，说服对方赞同自己的观点。
With the power of persuasion, you can learn how to take control of the circumstances around you. In today's competitive world, knowing the tips and tricks to getting what you want will help you succeed. Whether you're dealing with your colleagues, your spouse, your friends or your clients, these psychological tips will help you understand your interactions and use them for your benefit. Try employing some of them today, and you'll be amazed at how effective they can be. Just remember, always use your powers for good; not evil!
通过学习如何运用说服力技巧，你就能把控周围的环境，运筹帷幄，达成所愿。我们身处如今这个竞争空前激烈的社会，学会运用上述技巧去获取个人所需，定能助我们走向成功。无论是面对客户、同事，还是朋友、爱人，这些心理学小贴士都有助于加深我们对自己人际关系的理解和把控，从而利用它们达到自己的目的。今天就把这些妙招用上吧，它们的效用一定会让你惊呆的，但是切记要用在正道上。
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