Redelmeier Donald A, Cialdini Robert B
Department of Medicine, University of Toronto, Sunnybrook & Women's College Health Sciences Centre, Ont.
CMAJ. 2002 Jun 25;166(13):1680-4.
The basic science of psychology has identified specific ingrained responses that are fundamental elements of human nature, underpin common influence strategies and may apply in medical settings. People feel a sense of obligation to repay a perceived debt. A request becomes more attractive when preceded by a marginally worse request. The drive to act consistently will persist even if demands escalate. Peer pressure is intense when people face uncertainty. The image of the requester influences the attractiveness of a request. Authorities have power beyond their expertise. Opportunities appear more valuable when they appear less available. These 7 responses were discovered decades ago in psychology research and seem intuitively understood in the business world, but they are rarely discussed in medical texts. An awareness of these principles can provide a framework for physicians to help patients change their behaviour and to understand how others in society sometime alter patients' choices.
心理学基础科学已经确定了特定的固有反应，这些反应是人性的基本要素，支撑着常见的影响策略，并且可能适用于医疗环境。人们觉得有义务偿还所感受到的人情债。在提出一个要求之前，先提出一个稍微更糟糕的要求，这个要求就会变得更有吸引力。即使要求不断升级，保持一致行动的动力依然会持续。当人们面临不确定性时，同伴压力会很大。请求者的形象会影响请求的吸引力。权威人士拥有超出其专业知识范围的权力。机会看起来越难得，就显得越有价值。这七种反应是几十年前在心理学研究中发现的，在商业世界中似乎凭直觉就能理解，但在医学文献中却很少被讨论。了解这些原则可以为医生提供一个框架，以帮助患者改变行为，并理解社会中的其他人有时是如何改变患者的选择的。
