The small BIG by Steve J. Martin, Noah J. Goldstein, and Robert B. Cialdini, PhD

Last updated: Aug 5, 2023

Summary of The small BIG by Steve J. Martin, Noah J. Goldstein, and Robert B. Cialdini, PhD

The Small BIG is a book written by Steve J. Martin, Noah J. Goldstein, and Robert B. Cialdini, PhD, that explores the power of small changes in influencing human behavior. The authors delve into the science behind persuasion and provide practical strategies for achieving desired outcomes.

The book begins by emphasizing the importance of understanding the psychology of persuasion. It highlights the concept of "nudging," which involves making subtle changes to the environment or context to influence people's decisions. The authors argue that small, seemingly insignificant alterations can have a significant impact on behavior.

One of the key principles discussed in the book is the power of reciprocity. The authors explain that people have a natural tendency to reciprocate when someone does something nice for them. They provide examples and techniques for leveraging this principle to influence others positively.

The book also explores the concept of social proof, which suggests that people tend to follow the actions of others, especially in uncertain situations. The authors discuss various ways to utilize social proof to influence behavior, such as testimonials, endorsements, and social media influence.

Another important principle covered in the book is the idea of scarcity. The authors explain that people are more motivated to take action when they perceive something as limited or exclusive. They provide strategies for creating a sense of scarcity to increase the desirability and urgency of a product or idea.

The Small BIG also delves into the power of authority and how it can be used to influence behavior. The authors discuss the importance of establishing credibility and expertise to gain trust and compliance from others. They provide insights into how to effectively convey authority and expertise in various situations.

The book concludes by emphasizing the need for ethical persuasion. The authors highlight the importance of using these principles responsibly and ethically, without manipulating or deceiving others. They provide guidelines for using the strategies discussed in the book in an ethical manner.

In summary, The Small BIG explores the science of persuasion and provides practical strategies for influencing behavior. It highlights the power of small changes and subtle techniques in achieving desired outcomes. The book covers principles such as reciprocity, social proof, scarcity, and authority, and emphasizes the importance of ethical persuasion. It serves as a comprehensive guide for anyone interested in understanding and harnessing the power of persuasion.

1. The Power of Reciprocity

The principle of reciprocity states that people feel obligated to give back to others who have given to them. This principle can be used to influence others by initiating a positive action or favor towards them. When someone receives a favor, they feel a sense of indebtedness and are more likely to comply with a request or reciprocate the favor in the future.

For example, a study mentioned in the book showed that waiters who gave diners a mint with their bill received higher tips compared to those who didn't. By providing a small favor, the waiters triggered the reciprocity principle, leading to increased generosity from the diners. Understanding and utilizing the power of reciprocity can be a valuable tool in influencing others and building positive relationships.

2. The Influence of Social Proof

Social proof refers to the tendency of individuals to look to others for guidance on how to behave in a particular situation. People often assume that the actions of others reflect the correct behavior, especially when they are uncertain or unfamiliar with the situation. This principle can be used to influence others by highlighting the actions or behaviors of similar individuals.

For instance, the book mentions a study where hotel guests were more likely to reuse their towels when they were informed that the majority of guests in their room had done so. By emphasizing the social norm of towel reuse, the hotel was able to positively influence guest behavior. Understanding the power of social proof can help individuals and organizations shape behavior and encourage positive actions.

3. The Impact of Authority

The principle of authority suggests that people have a natural tendency to comply with individuals who are perceived as experts or figures of authority. This principle can be used to influence others by establishing credibility and expertise in a particular domain.

For example, the book mentions a study where individuals were more likely to comply with a request from a person wearing a security guard uniform compared to someone in casual clothing. The perceived authority of the security guard influenced people's behavior. Recognizing the impact of authority can help individuals and organizations effectively persuade and influence others.

4. The Persuasiveness of Liking

The principle of liking suggests that people are more likely to comply with requests from individuals they like or find attractive. This principle can be used to influence others by building rapport, establishing commonalities, and creating positive associations.

For instance, the book mentions a study where waiters who mimicked their customers' behavior received higher tips compared to those who didn't. By mirroring their customers, the waiters created a sense of liking and similarity, leading to increased generosity. Recognizing the power of liking can help individuals and organizations build rapport and increase their persuasive abilities.

5. The Scarcity Effect

The principle of scarcity suggests that people value and desire things that are perceived as rare or limited. This principle can be used to influence others by highlighting the scarcity or exclusivity of a product, service, or opportunity.

For example, the book mentions a study where participants were more likely to purchase a product when they were informed that it was the last one in stock. The perceived scarcity of the product increased its desirability. Understanding the impact of scarcity can help individuals and organizations create a sense of urgency and drive action.

6. The Influence of Consistency

The principle of consistency suggests that people have a strong desire to be consistent with their past actions, beliefs, and commitments. This principle can be used to influence others by leveraging their desire for consistency and aligning requests with their existing beliefs or commitments.

For instance, the book mentions a study where individuals who publicly committed to voting were more likely to follow through with their commitment compared to those who didn't make a public commitment. The act of publicly stating their intention created a sense of consistency, increasing the likelihood of follow-through. Recognizing the power of consistency can help individuals and organizations encourage desired behaviors and actions.

7. The Impact of Contrast

The principle of contrast suggests that people perceive things relative to their surrounding context. This principle can be used to influence others by strategically framing information or options to create a desired perception or outcome.

For example, the book mentions a study where real estate agents showed potential buyers an overpriced house before showing them the house they actually wanted to sell. By presenting the overpriced house first, the desired house appeared more affordable and attractive in comparison. Understanding the impact of contrast can help individuals and organizations shape perceptions and influence decision-making.

8. The Power of Stories

The book emphasizes the persuasive power of storytelling. Stories have the ability to captivate attention, evoke emotions, and convey messages in a memorable and relatable way. By incorporating stories into their communication and persuasion efforts, individuals and organizations can engage and influence others more effectively.

For instance, the book mentions a study where a charity organization increased donations by sharing a story about an individual in need, rather than presenting statistics and facts. The story created an emotional connection and motivated people to take action. Recognizing the power of storytelling can help individuals and organizations craft more compelling and persuasive messages.