Dr. Robert Cialdini's Seven Principles of Persuasion

Introduction to the Science of Persuasion

Researchers have studied the factors that lead people to say 'Yes' for over 60 years. Because people are overloaded, they rely on shortcuts or rules of thumb to guide decision-making rather than considering all available information. Dr. Cialdini identified seven universal shortcuts that guide human behavior, which can be used ethically to increase the likelihood of persuasion.

Reciprocity and Scarcity

The Principle of Reciprocity states that people feel obliged to give back when they receive something first. For example, providing a small, personalized, and unexpected gift, like a mint at a restaurant, can significantly increase tips. The Principle of Scarcity states that people want more of what they have less of. Highlighting what is unique about a proposition and what someone stands to lose is more effective than simply listing benefits.

Authority and Consistency

The Principle of Authority suggests people follow credible, knowledgeable experts. Signaling credentials before making a request increases compliance, such as when reception staff introduce colleagues by their expertise. The Principle of Consistency indicates people like to align with their previous actions or words. Securing small, voluntary, active, and public initial commitments can lead to significantly larger consistent changes in behavior.

Liking, Social Proof, and Unity

The Principle of Liking shows people say 'Yes' to those they like, based on similarity, compliments, and cooperation. The Principle of Social Proof explains that people, especially when uncertain, look to the actions of others to determine their own; pointing out what comparable others are doing is highly effective. Finally, the Principle of Unity refers to shared identities. Together, these principles provide small, practical, and costless ways to ethically influence others.