How can you get foreigners to do what you want them to do?
That would certainly be a valuable skill for a government minister - and earlier this year ministers attended a presentation in Downing St which included some useful advice on the matter.
This was at a seminar on 'Behavioural Change', organised by the Cabinet Office as part of Tony Blair's recent . The presentation was from the American academic , a noted authority on the psychology of persuasion.
Dr Cialdini's guidance included a section on influencing across cultures. According to his presentation, different principles govern how people in different countries respond to someone who requests something from them, as follows:
• In the US, UK, and Canada: 'What has this requester done for me recently?'
• In the Far East (eg China, Hong Kong, Singapore): 'Is this requester connected to a member of my small group, especially someone of high rank?'
• In the Mediterranean countries (eg Spain, Italy, Greece): 'Is this requester connected to one of my friends?'
• In Germany and the Scandinavian countries: 'According to official rules and categories, am I supposed to help this requester?'
This is taken from a copy of his presentation, which the Cabinet Office provided to the 91Èȱ¬ in response to our freedom of information request for it. I can't show you the actual slides, due to copyright restrictions imposed by Dr Cialdini. But if you want to know more you can read an article by him on page 76 of . It turns out it's all based on a study of Citibank employees and their willingness to co-operate with requests from colleagues.
By the way Cialdini's book Influence is well worth reading in my view - one of its key merits indeed being that it is fully sourced, in contrast to numerous business or pop psychology works on similar subject-matter.
According to his website, 'In the field of influence and persuasion, Dr Cialdini is the most cited social psychologist in the world today'. If you're impressed by that, it's only because it's an example of what he himself would call 'social proof'. As he told ministers, 'People are likely to follow the lead of multiple, comparable others'. Looks like I fell for it.
But anyway we may now see whether Cialdini's advice has much impact on British diplomacy. Unfortunately he didn't seem to have anything to say on the social norms affecting principles of influence in Iran (but then Citibank's not big in Tehran).