INFLUENCE

The Psychology of Persuasion

Robert Cialdini

THE 6 PRINCIPLES OF PERSUASION

1 RECIPROCITY
When we receive something, we feel obliged to give something back.
Why It Works
When you receive a gift, favor or concession, you feel indebted to return it.
To trigger the rule, offer free samples/small gifts before presenting a sale
or request. Or, start with a larger request (which is likely to be rejected)
then make a smaller request so it seems like a concession.

2 CONSISTENCY
We feel compelled to be consistent with what we’ve said/done in the past.

Why It Works
The principle requires a real commitment that changes one’s self-image.
This tends to happen when people actively take action, share their views
publicly, put effort into their choice, and make an inner choice without big
rewards/threats. Once a commitment is made (e.g. writing down and
sharing a decision), it has a lasting impact since we’ll make new choices in
line with this commitment.

3 SOCIAL PROOF
When we’re uncertain how to behave or react, we look to others for answers.
Why It Works
This rule is the most powerful when we’re copying people similar to us.
We may mimic others’ choices, attitudes & behaviors, including even
aggression & suicide.

4 LIKING
We’re more likely to agree to someone’s request if we know and like him/her.

Why It Works
We tend to like people who are physically attractive, familiar/similar to us, praise
us, cooperate with us, and/or are associated with good news or success.
This principle is triggered by friends, personal contacts, and people we like, even
if they are not physically present (e.g. referrals or personal recommendations).

5 AUTHORITY
We tend to obey figures of authority (people with titles or expertise).

Why It Works
We identify authority using titles, clothes (e.g. uniforms, business suits)
and other symbols (e.g. jewellery, prestige cars), and are more compliant
toward people with perceived authority.

6 SCARCITY
We perceive something to be more valuable when it’s less available.

Why It Works
We value things that are rare. We value it even more if we see the quantity
reduced before our eyes, due to demand or competition.
When information is censored, we not only want it more, but believe it more.

MentalWeapons Max Bernstein