Robert Cialdini 6 Principles Of Influence

If you want to go deeper into influence and persuasion then Robert Cialdini’s book called “Influence” is superb – informative and fascinating.

It is based around the six principles of influence which work because they can create automatic responses.

Just like Pavlov’s dogs, we are creatures of habit and when we meet certain stimuli, we respond.

Think what happens if someone smiles at you walking down the street. You probably smile back because it’s the nice thing to do.

Cialdini’s Principles of Influence works in the same way which make them very useful but also very dangerous because responses can be predicted.

  • Reciprocation – if you feel indebted to some one else you believe you have an obligation to return a favour.
  • Consistency – we like to see ourselves as consistent so we will look to act in ways that are consistent with our previous actions and stated beliefs.
  • Social proof – if other people are doing something, we are more easily persuaded to do it as well.
  • Liking – we are influenced by people we like
  • Authority – we follow instructions and guidance from people in authority
  • Scarcity – we value something that is scarce and want to possess it

If you click on the links, I go deeper into these six factors but there’s no substitute for reading his classic book.

If you’d like to listen to an interview of Rich Schefren interviewing Robert Cialdini, then he posted this mp3 on his blog.

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