Influence: The Psychology of Persuasion is a deep dive into how our minds respond to persuaders and how these principles can be harnessed ethically. Armed with numerous relatable examples and rigorous research, Cialdini presents six key principles of persuasion, outlining why they work and how they can be used or safeguarded against.
Reciprocity
Reciprocity is a powerful principle of human behavior.
When someone does you a favor or gives you a gift, there is an in-built obligation to return that kindness in some way.
This is often employed in persuasion techniques, such as providing something for free before asking for a sale.
Blind Obedience to Authority
People are surprisingly likely to follow the instructions of those they perceive as authority figures, even when those instructions may cause harm to others, as demonstrated in Stanley Milgram’s infamous experiments.
The Power of Liking
Creating positive associations and highlighting shared interests can increase likeability and hence influence.
Manipulating Scarcity
Scarcity can be manipulated to create an impression of exclusivity or limited availability, increasing the value and appeal of a product or service.
