5th Principle of persuasion: Authority

Authority is a powerful factor that influences people’s behavior. They tend to follow the guidance of experts who have credibility and expertise. Having a professional title, dressing well, and driving a luxury car are some of the ways to enhance one’s authority and persuade others to comply with requests – even if they are not legitimate. This was demonstrated in...

4th Principle of persuasion: Liking

Cialdini says that people agree more with those they like. Likability depends on physical attractiveness, similarity, or compliments. Even having the same name as your prospects can boost your sales. Experiment: Randy Garner sent surveys to strangers in 2005 with a return request. The request was signed by someone whose name was either similar or different from the...

3rd Principle of influence – Commitment and Consistency

People tend to stick to their word. According to Cialdini, we are more likely to follow through with something if we have verbally or written agreed to it. We want to be consistent with our commitments and align them with our attitudes, values and actions. In 1987, Anthony Greenwald, a social scientist, asked potential voters on the eve of the election if they would...

2nd Principle of Influence – Social Proof

In our previous post, we had discussed about the reciprocation. In the current post, we will talk about the 2nd principle of influence: 2: Social Proof People often look for cues from others when they are unsure about what to do. They want to know the behavior of others, especially their peers, in the same situation. Cialdini explains that this is why comedy shows...

1st Principle of Influence – Reciprocation

In our last post, we mentioned about the 6 ‘Principles of Influence’ that can be used in one’s professional and personal life. Today, we will be briefly discussing about the 1st principle: 1: Reciprocation Randy Garner’s experiment showed that the principle of reciprocation is effective in marketing. His study demonstrated that people who received a...

6 Principles of Influence – Introduction

Dr. Robert Cialdini’s book, “Influence: The Psychology of Persuasion”, is an essential read and provides valuable strategies for marketing to others as well as how to resist the tactics of others. Recently, Cialdini and two other authors have condensed his original book into a new one, “Yes! 50 Scientifically Proven Ways to Be More...