Influence: The Psychology of Persuasion

Key Concepts and Strategies

In «Influence: The Psychology of Persuasion», Robert Cialdini highlights six main principles of influence:
1.Reciprocity principle: people tend to return favors or gifts they have received.
2.Commitment and consistency principle: people strive to be consistent in their actions and promises.
3.Social proof principle: people tend to follow the example of others, especially in uncertain situations.
4.Liking principle: people are more likely to agree with those they like or who evoke sympathy.
5.Authority principle: people tend to obey authoritative figures or experts.
6.Scarcity principle: people value what is scarce or limited in availability. These principles are used in various influence and persuasion strategies to achieve desired behavior or decisions from others.