Cialdini's 6 Principles

of Influence
Group 5:
Avi Sareen
Bharath Ram
Ishpreet
Pankaj Mynee
Piyush Kumar
Prayank Mahajan
 Cialdini’s 6 Principles of Persuasion:
Techniques to Boost Conversions
• Over 30 years ago, Dr Robert Cialdini wrote a book on
persuasion and influence.

• Even now, 30 years later, his persuasive techniques are used by

managers to increase success in negotiations

• The findings in the book are backed up by numerous empirical

studies conducted in the fields of psychology, marketing,
economics, anthropology and social science.

• The key premise of the book is that in a complex world where

people are overloaded with more information than they can
deal with, people fall back on a decision making approach based
on generalizations.
 The Principle Of Reciprocity

“In many social situations, we

pay back what we received
from others”
• There are three factors that will make this principle
more effective:
* Offer something first – allow them to feel
indebted to you
* Offer something exclusive – allow them to feel
special
* Personalize the offer – make sure they know
it’s from you

Movie Reference – 1:24 – 1:25 Hrs

The Commitment & Consistency Principle

“We tend to stick with whatever we’ve

already chosen”

•Start from small actions – so they’ll have to stick to it.

•Encourage public commitments – they’ll be less likely to back out.
•Reward people for investing time and effort

Movie Reference: 1:27 – 1:28 Hrs

 The Social Proof Principle
“We tend to have more trust in things that are popular or endorsed by
people that we trust”

Experts – Approval from credible experts in the relevant field

Celebrities – Approval or endorsements from celebrities (paid or unpaid)

Users – Approval from current/past users (ratings, reviews and testimonials)

Wisdom of crowds – Approval from large groups of other people

Peers – Approval from friends and people you know

Movie Reference – 1:26 – 1:27 Hrs

 The Liking Principle
“We are more likely to comply with
requests made by people we like”

• Physical attractiveness
• Similarity
• Compliments
• Contact and Cooperation
• Conditioning and Association

Movie Reference – 58:11 – 59:15

The Authority Principle
“We follow people who look like they know what
they’re doing”

Titles – Positions of power/experience

Clothes – Superficial cues that signal authority
Trappings – Accessories/indirect cues that
accompany authoritative roles

Movie Reference – 23:36 – 25:45 Mins

 The Scarcity Principle
“We are always drawn to things that are exclusive and hard
to come by”

Limited-number – Item is in short supply and won’t be

available once it runs out.
Limited-time – Item is only available during that time period.
One-of-a-kind Specials – Sometimes utilize one or both of the
above techniques. Also from one-off events (e.g.
collaborations, anniversaries)
Utilising Competitions – Our inclination to want things more
because other people also want them is often utilized in
auctions or bids.

Movie Reference – 12:11 – 14:30

THANKS