Influence: The Psychology of Persuasion by Robert B. Cialdini Ph.D. is the Bible for marketers seeking to understand the psychology behind the choices we make and why we say yes.
Robert Beno Cialdini is Professor Emeritus of Psychology and Marketing at Arizona State University and has lectured extensively at many prestigious colleges since introducing his work.
Understanding the Six Principles of Persuasion
Reciprocity, consistency, social proof, liking, authority, and scarcity.
The six principles of persuasion are how we operate, react, and bring change, whether used positively or negatively.
- Reciprocity — We want to give back when we receive.
- Consistency — We like to continue doing the same thing.
- Social Proof — We try and make similar choices to others, especially when looking for guidance.
- Liking — We do things for people we like.
- Authority — We listen to those with power.
- Scarcity — We want items and things that are less available.
It’s essential to understand and internalize the six principles of persuasion — they are how we psychologically respond to all situations and how we also persuade, ethically, others to join us in our various causes and pursuits.
Since writing, Robert Cialdini has introduced a seventh principle — unity.
People more influence us when we identify with or feel similar to them.
We are accustomed to things like us and give us comfort and safety, and marketers play to these needs and triggers regularly. Humans are communal creatures, with the seventh unity principal falling in line with this proven behavior.
Use the Weapons of Influence for Good
If you want to improve your marketing copy or seek to understand how others might be manipulating you, read Influence: The Psychology of Persuasion by Robert B. Cialdini, Ph.D. The language is straightforward and easy to understand, with many examples from Dr. Cialdini’s many years of experience.
Using the six principles, we become more powerful, wielding weapons of influence in understanding psychological triggers — always considering honesty, integrity, and accuracy when applying.
