LAWS OF

INFLUENCING
RECIPROCITY
We tend to return favors, pay back debts, and treat
others as they treat us.

COMMITMENT &
CONSISTENCY We strive to be consistent in our commitments, especially
when we have agreed to do something in front of others.

SOCIAL PROOF
We find safety in numbers. If we see other people doing
something, we would feel safer if we did it too.

AUTHORITY
We feel obliged to follow people who are in a position of
authority. It’s hard to say no to someone senior to you.

LIKING
We are more likely to be influenced by people we like,
admire, and trust.

SCARCITY
We don’t like to lose out on an opportunity. If we are told
that something is scarce, we will want it more.

HOW WILL YOU USE THESE LAWS TODAY?

Based on Robert B. Cialdini’s ‘Principles of Influencing’