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      This edition first published 2016

      © 2016 Philip Hesketh

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      Library of Congress Cataloging-in-Publication Data

      Hesketh, Philip.

      Persuade: using the seven drivers of motivation to master influence and persuasion / Philip Hesketh.

      pages cm

      Includes index.

      ISBN 978-0-85708-636-5 (paperback)

      1. Persuasion (Psychology) 2. Influence (Psychology) 3. Interpersonal communication. I. Title.

      HM1196.H47 2015

      303.3′42–dc23

      A catalogue record for this book is available from the British Library.

      ISBN 978-0-857-08636-5 (pbk)

      ISBN 978-0-857-08637-2 (ebk) ISBN 978-0-857-08638-9 (ebk)

      Cover Design: Kathy Davis/Wiley

      Hand drawn type: © Kathy Davis/Wiley

      Introduction: Our seven psychological ‘drivers’

      It's no secret that being part of a social group provides an all-important sense of belonging. For years, American Express has spent millions telling us that ‘membership’ has its privileges. But there is more to it. People believe a sense of belonging to a social group also gives their life more meaning.

      But what's with this in-built desire to join social groups? In the animal kingdom the reason is easy to understand since it's mostly about survival. That's why wolves hunt in packs, birds fly together for safety and ants achieve more by working in unison.

      Like Ant and Dec, for instance.

      However, for humans, belonging to a group helps us form a view of our social identity which, in turn, contributes to our sense of who we are.

      Back in the 70s, a famous study by Henry Tajfel demonstrated how complete strangers stuck together even when they had only the smallest thing in common. In his experiment, a group of boys were gathered together and then told they were to be split into two teams. Despite not knowing each other at all, most favoured being in a team with those immediately around them rather than those furthest away. Better the devil you know, I guess.

      Tajfel was also able to demonstrate that merely putting people into groups – effectively categorizing them – is sufficient for people to discriminate in favour of their own group and against members of the other group.

      It's a bit like meeting your countrymen abroad when on holiday. Walking along the promenade of a UK resort

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