{"id":5500,"date":"2017-05-14T14:58:45","date_gmt":"2017-05-14T14:58:45","guid":{"rendered":"https:\/\/kotarbinski.wordpress.com\/?p=5500"},"modified":"2017-05-14T14:58:45","modified_gmt":"2017-05-14T14:58:45","slug":"bookarnia-robert-cialdini-pre-swazja","status":"publish","type":"post","link":"https:\/\/kotarbinski.com\/blogomarketingu\/bookarnia-robert-cialdini-pre-swazja\/","title":{"rendered":"Bookarnia: Robert Cialdini, Pre-swazja"},"content":{"rendered":"

Zwracasz uwag\u0119 na nago\u015b\u0107 w Internecie? Przykuwa uwag\u0119 i wzrusza zdj\u0119cie ma\u0142ego kotka? A mo\u017ce ma\u0142y,\u00a0 rozkoszny bobas? Nerwowo reagujesz na tragiczne zdj\u0119cia z wypadk\u00f3w i katastrof? Dlaczego w\u0142a\u015bnie tak dzia\u0142aj\u0105 media, reklamodawcy czy tw\u00f3rcy internetowi?<\/p>\n

\"\"<\/a><\/p>\n

<\/p>\n

Czym jest preswazja (ang. pre-suasion<\/em>)<\/strong>? Nie myli\u0107 z perswazj\u0105<\/strong>. To proces przygotowania w\u0142asnych odbiorc\u00f3w na przekaz, zanim jeszcze on do nich dotrze. Robert Cialdini wychodzi z za\u0142o\u017cenia, \u017ce nie ma optymalnej perswazji<\/em>, bez uprzedniej preswazji<\/em>. Ot i ca\u0142a tajemnica.<\/p>\n

Tak na dobra spraw\u0119 chodzi o budowanie takich koncepcji i strategii komunikacji, kt\u00f3re zwi\u0119kszaj\u0105 prawdopodobie\u0144stwo uzyskania zgody odbiorcy na nasz\u0105 propozycj\u0119. Podkre\u015blam: prawdopodobie\u0144stwo, a nie cudowne metody manipulacji lud\u017ami. Nie ta ksi\u0105\u017cka. Cialdini odwo\u0142uj\u0105c si\u0119 do dowod\u00f3w naukowych podkre\u015bla rol\u0119 zwracania uwagi (definiuj\u0119 to jako warto\u015b\u0107 zaistnienia<\/em> i warto\u015b\u0107 wyr\u00f3\u017cnienia<\/em> por. Sztuka Rynkologii<\/a>), stawiaj\u0105c hipotez\u0119,\u00a0 nasze wybory determinuje bardziej skupienie uwagi na jakim\u015b elemencie, ni\u017c warto\u015b\u0107 precyzyjnej czy u\u017cytecznej rady. Niejako dowodz\u0105c konieczno\u015bci poszukiwa\u0144 sposob\u00f3w na zaistnienie przekazu i wyr\u00f3\u017cnienia komunikacji.<\/p>\n

Je\u017celi uda si\u0119 zwr\u00f3ci\u0107 nasz\u0105 uwag\u0119, to nasz umys\u0142 ma sk\u0142onno\u015b\u0107 do przypisywania znaczenia rzeczom, na kt\u00f3re j\u0105 kierujemy \u2013 to wida\u0107 wyra\u017anie w procesach komentowania r\u00f3\u017cnych wydarze\u0144, dzielenia si\u0119 swoimi emocjami z innymi, wyolbrzymiania lub minimalizowania znaczenia.<\/p>\n

Autor definiuje r\u00f3wnie\u017c dwie kategorie tzw. w\u0142adc\u00f3w uwagi<\/strong>: atraktory<\/strong> (elementy przyci\u0105gaj\u0105ce uwag\u0119 bez szczeg\u00f3lnego wysi\u0142ku ze strony\u00a0 odbiorcy: np. tre\u015bci zwi\u0105zane z seksualno\u015bci\u0105 por. szczucie cycem<\/a>, zagro\u017cenia itp.) i magnetyzery<\/strong> (elementy nie tylko przyci\u0105gaj\u0105ce uwag\u0119, ale i pozwalaj\u0105ce odbiorcy si\u0119 przy nich utrzyma\u0107 np. tre\u015bci zwi\u0105zane z osob\u0105 nadawcy \u2013 marka osobista, niedopowiedzenia czy tajemnice). \u00a0Atraktorami<\/strong> rz\u0105dz\u0105 dostawcy tre\u015bci budowanych pod clickbait<\/a>\u00a0<\/em>czy dostarczyciele fakenews\u00f3w<\/em>, a magnetyzerami po mistrzowsku pos\u0142uguj\u0105 si\u0119 tabloidy i producenci seriali.<\/p>\n

Robert Cialdini opisuje szereg mechanizm\u00f3w preswazji, zwracaj\u0105c uwag\u0119 na jej optymalizacj\u0119 i etyczne dzia\u0142anie<\/strong> w tej kwestii. U\u017cywa konkretnych argument\u00f3w przeciwko u\u017cywaniu nieetycznych metod w biznesie.<\/p>\n

Ocena: ****+<\/strong><\/p>\n

Kto powinien przeczyta\u0107 w firmie?<\/strong> CEO, CMO, CSO<\/p>\n

Chcesz mi wys\u0142a\u0107 ksi\u0105\u017ck\u0119 do recenzji?<\/strong> Napisz do mnie<\/a><\/p>\n

\"Pre-swazja<\/a>
Pre-swazja Cialdini<\/figcaption><\/figure>\n

Robert Cialdini, Pre-swazja, Gda\u0144skie Wydawnictwo Psychologiczne, Gda\u0144sk, 2015<\/strong><\/a><\/p>\n

\u00a9 2016 Robert Cialdini, Pre-suasion. \u00a0\u00a0<\/em><\/p>\n

Dlaczego #Bookarnia<\/strong>? W Sopocie by\u0142a taka kawiarnia typu ksi\u0105\u017cka & kawa. Jej koncept bardzo mi si\u0119 podoba\u0142 i lubi\u0142em ich nawiedza\u0107. W grudniu 2014 Bookarnia niestety wypad\u0142a z rynku, ale nazwa mocno mnie zainspirowa\u0142a.<\/em><\/p>\n

 <\/p>\n

 <\/p>\n

#bookarnia #blogomarketingu #jacekkotarbinski #ksi\u0105\u017cki #rynkologia #recenzje<\/pre>\n
 <\/p>\n","protected":false},"excerpt":{"rendered":"
Zwracasz uwag\u0119 na nago\u015b\u0107 w Internecie? Przykuwa uwag\u0119 i wzrusza zdj\u0119cie ma\u0142ego kotka? A mo\u017ce ma\u0142y,\u00a0 rozkoszny bobas? Nerwowo reagujesz 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