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- Research by leading social scientist Robert Cialdini has found that persuasion works by appealing to certain deeply rooted human responses: liking, reciprocity, social proof, commitment and consistency, authority, and scarcity.
hbr.org › 2013 › 07The Uses (and Abuses) of Influence - Harvard Business Review
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While many people think persuasion is an art, psychologists have for decades been researching how people respond to attempts to influence their behavior. In this episode, persuasion expert Robert Cialdini, PhD, talks about his formidable body of work developing and understanding what he calls the six universal principles of influence.
- Reciprocity. The first of Cialdini’s 6 Principles of Persuasion is reciprocity. Humans value equality and balance to some extent (See Adams’ Equity Theory).
- Scarcity. The second of Cialdini’s 6 Principles of Persuasion is scarcity. The less of something there is, the more people tend to want it. This holds true for experiences as well as for material products.
- Authority. The third of Cialdini’s 6 Principles of Persuasion is authority. Individuals who are authoritative, credible and knowledgeable experts in their fields are more influential and persuasive than those who are not.
- Commitment and consistency. The fourth of Cialdini’s 6 Principles of Persuasion is committment and Consistency. People like to be consistent with their identity or sense of self image.
Dec 26, 2006 · In this highly acclaimed New York Times bestseller, Dr. Robert B. Cialdini—the seminal expert in the field of influence and persuasion—explains the psychology of why people say yes and how to apply these principles ethically in business and everyday situations.
Robert B. Cialdini is the Regents’ Professor of Psychology at Arizona State University and the author of Influence: Science and Practice (Allyn & Bacon, 2001), now in its fourth edition.
Jan 1, 1984 · Robert B. Cialdini. 4.22. 155,369 ratings5,600 reviews. Influence, the classic book on persuasion, explains the psychology of why people say "yes"—and how to apply these understandings. Dr. Robert Cialdini is the seminal expert in the rapidly expanding field of influence and persuasion. His thirty-five years of rigorous, evidence-based ...
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Backed by Dr. Cialdini’s 35 years of evidence-based, peer-reviewed scientific research—including a three-year field study on what leads people to change—Influence is a comprehensive guide to...
