In his book, Influence, New and Expanded: The Psychology of Persuasion, Robert B. Cialdini explores the psychological factors that influence our decisions and behavior. Cialdini is a professor of psychology and marketing at Arizona State University and has spent his career studying the science of persuasion. His book is full of useful information on how to influence people’s behavior, and it is essential reading for anyone who wants to learn more about the psychology of persuasion.
In this article, we will take a look at 10 of the most important concepts from Cialdini’s book. We will explore what these concepts are, how they work, and how you can use them to influence people’s behavior.
1. The Principle of Reciprocity
The principle of reciprocity is the idea that we feel obligated to return favors that have been bestowed upon us. This principle is deeply rooted in human psychology, and it is the reason why businesses offer free samples and why we are more likely to do business with people who have done us a favor.
2. The Principle of Commitment and Consistency
The principle of commitment and consistency says that we are more likely to honor our commitments if we have made them publicly or if we have written them down. This principle is the reason why salespeople ask us to sign a contract and why we are more likely to stick to our New Year’s resolutions if we tell our friends about them.
3. The Principle of Social Proof
The principle of social proof says that we are more likely to do something if we see other people doing it. This principle is the reason why product reviews are so important, and it is also the reason why we are more likely to do something if we see other people doing it.
4. The Principle of Authority
The principle of authority says that we are more likely to comply with requests from people who are seen as authority figures. This principle is the reason why advertisers use celebrity endorsements, and it is also the reason why we are more likely to obey a police officer than a civilian.
5. The Principle of Liking
The principle of liking says that we are more likely to comply with requests from people who we like. This principle is the reason why businesses try to build relationships with their customers, and it is also the reason why salespeople try to be likeable.
6. The Principle of Scarcity
The principle of scarcity says that we value things more highly when they are scarce. This principle is the reason why advertisers use phrases like “limited time only” and “while supplies last”, and it is also the reason why we are more likely to buy something if we think it will sell out.
7. The Principle of Unity
The principle of unity says that we are more likely to comply with requests from people who we feel are like us. This principle is the reason why businesses try to target their advertising to specific demographics, and it is also the reason why we are more likely to do business with people who are from our own country.
8. The Principle of Consensus
The principle of consensus says that we are more likely to do something if we believe that everyone else is doing it. This principle is the reason why advertisers use phrases like “everyone’s doing it” and “you’re the only one who hasn’t”, and it is also the reason why we are more likely to do something if we think everyone else is doing it.
9. The Principle of Authority
The principle of authority says that we are more likely to do something if we believe that an authority figure is telling us to do it. This principle is the reason why advertisers use celebrity endorsements, and it is also the reason why we are more likely to obey a police officer than a civilian.
10. The Principle of Unity
The principle of unity says that we are more likely to do something if we believe that it will help to achieve a goal that we have. This principle is the reason why businesses use phrases like “join the team” and “be part of the solution”, and it is also the reason why we are more likely to do something if we think it will help us to achieve our goals.
Conclusion:
These are just a few of the many concepts from Cialdini’s book that can be used to influence people’s behavior. If you want to learn more about the psychology of persuasion, then I highly recommend that you read Influence, New and Expanded: The Psychology of Persuasion by Robert B. Cialdini.