Influence: The Psychology of Persuasion

Main Ideas

• Reciprocity principle: people tend to return favors or gifts they have received.
• Commitment and consistency principle: people are inclined to act in accordance with their previous commitments and statements.
• Social proof principle: people look to the actions and opinions of others, especially in uncertain situations.
• Liking principle: people are more easily influenced by those they like or feel similar to.
• Authority principle: people tend to follow the advice and directions of those they consider authoritative figures.
• Scarcity principle: people place higher value on things that become less available.