Influence: The Psychology of Persuasion 1984

Summary:

• In Influence: The Psychology of Persuasion, Robert B. Cialdini explores the psychology behind why people say “yes”—and how to apply these understandings ethically in business and everyday situations. He explains that when we are faced with making a decision, there are six key principles of influence that can be used to sway our decisions: reciprocity, commitment and consistency, social proof, authority, liking, and scarcity.

  The principle of reciprocity states that people tend to return favors or gifts given to them. This is often seen in sales tactics such as offering free samples or discounts for repeat customers. Commitment and consistency refers to the idea that once someone has made a commitment (verbal or written) they will feel obligated to follow through on it. Social proof is based on the idea that if many other people have done something then it must be right; this is often seen in advertising campaigns where celebrities endorse products.

  Authority plays an important role in influencing decisions because people tend to trust those who appear knowledgeable about a subject matter more than others. Liking also affects our decisions because we are more likely to agree with someone we like than someone we don't know very well. Finally, scarcity encourages us by creating urgency; if something appears rare or limited then it becomes more desirable.

  Cialdini provides numerous examples throughout his book which illustrate how each principle works and how they can be applied effectively without resorting to manipulation or unethical behavior. He also offers advice on how readers can protect themselves from being influenced by others using these techniques.

Main ideas:

• #1.     Reciprocity: People are more likely to comply with requests if they have received something from the requester first. Summary: People tend to feel obligated to return favors, so if someone gives something to another person, they are more likely to comply with a request from that person.
  
  

  Reciprocity is the idea that people are more likely to comply with requests if they have received something from the requester first. This concept is based on the notion of returning favors; when someone gives something to another person, they feel obligated to return the favor in some way. As a result, people are more likely to agree with requests made by those who have given them something previously.

  This phenomenon has been studied extensively and found to be true across many different contexts. For example, research has shown that customers are more likely to purchase items after receiving free samples or discounts than those who did not receive anything beforehand. Similarly, studies have also demonstrated that people tend to donate money at higher rates when asked by someone who had donated money themselves earlier.

  The principle of reciprocity can be used as an effective tool for persuasion in many situations. By providing small gifts or favors before making a request, it increases the likelihood that others will comply with what is being asked of them.

• #2.     Commitment and Consistency: People are more likely to comply with requests if they have made a commitment to do so. Summary: People are more likely to follow through on a request if they have already made a commitment to do so, even if the commitment was made in the past.
  
  

  Commitment and consistency is a powerful psychological principle that states people are more likely to comply with requests if they have already made a commitment to do so. This means that once someone has agreed to something, even in the past, they are more likely to follow through on it than if they had not made any commitment at all. This phenomenon can be seen in many different contexts, from marketing campaigns where customers are encouraged to make small commitments before being asked for larger ones, to political campaigns where candidates use their previous statements as evidence of their dedication.

  The power of commitment and consistency lies in its ability to create an obligation or sense of responsibility within individuals. Once someone has committed themselves publicly or privately, there is often an internal pressure for them to remain consistent with what they said previously. This creates a strong incentive for people not only to keep their word but also encourages them towards further compliance.

  This concept can be used by marketers and politicians alike when trying to persuade others into taking action. By getting potential customers or voters on board early with smaller commitments such as signing up for newsletters or attending rallies respectively, these groups can then leverage those initial agreements into bigger actions down the line.

• #3.     Social Proof: People are more likely to comply with requests if they believe that others are doing the same. Summary: People are more likely to comply with a request if they believe that others are doing the same, as it gives them a sense of security and assurance that the request is legitimate.
  
  

  Social Proof is a concept that suggests people are more likely to comply with requests if they believe that others are doing the same. This idea is based on the notion of conformity, which states that individuals will often conform to what other people around them are doing in order to fit in and be accepted by their peers. By believing that others have already taken action, it gives people a sense of security and assurance that the request is legitimate.

  This concept has been used for centuries as an effective way to influence behavior. For example, advertisers often use social proof in their campaigns by showing images or videos of large crowds enjoying their product or service. This creates an impression among viewers that many other people have already tried and enjoyed the product, thus making them more likely to purchase it themselves.

  In addition, businesses can also use social proof as part of their customer service strategy. By displaying positive reviews from customers on their website or providing testimonials from satisfied clients, companies can create an atmosphere where potential customers feel comfortable enough to make a purchase.

• #4.     Liking: People are more likely to comply with requests if they like the requester. Summary: People are more likely to comply with a request if they like the person making the request, as it makes them feel more comfortable and trusting of the requester.
  
  

  Liking is an important factor in persuasion. People are more likely to comply with a request if they like the person making it, as it makes them feel more comfortable and trusting of the requester. This can be seen in everyday life, from salespeople who use charm and charisma to close deals, to friends asking for favors. When people like someone, they are more likely to agree with their requests.

  Robert B. Cialdinis book Influence: The Psychology of Persuasion explains how liking plays a role in persuasion techniques. He states that when we like someone, we tend to trust them more and be willing to do what they ask us without question or hesitation. We also tend to view their requests as reasonable and fair because we have positive feelings towards them.

  Cialdini goes on to explain that there are several ways one can create feelings of liking between themselves and another person before making a request. These include using compliments or flattery; displaying similar interests or values; demonstrating shared experiences; expressing gratitude for past help; showing respect for the other person’s opinions; being polite and friendly; smiling often; maintaining eye contact during conversations; listening attentively without interruption or judgmental comments.

• #5.     Authority: People are more likely to comply with requests if they believe the requester is an authority figure. Summary: People are more likely to comply with a request if they believe the person making the request is an authority figure, as it gives them a sense of security and assurance that the request is legitimate.
  
  

  People are more likely to comply with a request if they believe the person making it is an authority figure. This is because when someone perceives another as an authority, they feel secure and assured that the request is legitimate. Authority figures have a certain level of expertise or knowledge in their field, which gives them credibility and makes people trust them more easily.

  Authority can be established through various means such as titles, uniforms, symbols of power or even body language. People tend to respond positively to those who appear confident and knowledgeable about what they are talking about. Furthermore, people may also be influenced by the perceived status of the requester; for example, if someone appears wealthy or successful then this could increase compliance.

  In conclusion, people are more likely to comply with requests from those whom they perceive as authorities due to feelings of security and assurance that the request is legitimate. Authority can be established through various means such as titles, uniforms or symbols of power which give off an air of confidence and knowledge.

• #6.     Scarcity: People are more likely to comply with requests if they believe the item or opportunity is scarce. Summary: People are more likely to comply with a request if they believe the item or opportunity is scarce, as it creates a sense of urgency and makes them feel like they need to act quickly.
  
  

  Scarcity is a powerful tool of persuasion. People are more likely to comply with requests if they believe the item or opportunity is scarce, as it creates a sense of urgency and makes them feel like they need to act quickly. This idea was first proposed by Robert B. Cialdini in his book Influence: The Psychology of Persuasion.

  Cialdini explains that scarcity can be used to influence people’s decisions because it triggers feelings of fear and loss aversion. When something appears limited, people become afraid that they will miss out on an opportunity or lose something valuable if they don’t act fast enough. This feeling motivates them to take action before it’s too late.

  Scarcity also works because it increases the perceived value of an item or opportunity. If something is rare, people assume that it must be valuable and desirable—otherwise why would so few have access? As a result, people are willing to pay more for items that appear scarce than those which seem plentiful.

• #7.     Unity: People are more likely to comply with requests if they feel a sense of unity with the requester. Summary: People are more likely to comply with a request if they feel a sense of unity with the person making the request, as it makes them feel more comfortable and trusting of the requester.
  
  

  Unity is an important factor in influencing people to comply with requests. When someone feels a sense of unity with the requester, they are more likely to trust and be comfortable with them. This feeling of connection can make it easier for the person making the request to get what they want, as those being asked will be more willing to cooperate.

  This idea is supported by Robert B. Cialdini’s book “Influence: The Psychology of Persuasion” which states that when people feel connected or united with another person, they are more likely to comply with their requests. This could be because there is a greater level of understanding between both parties and therefore less resistance from those being asked.

  Therefore, if you want someone to agree to your request, it may help if you try and create a sense of unity between yourself and them first. Showing empathy towards them or finding common ground can help build this connection so that they feel comfortable enough to say yes.

• #8.     Consensus: People are more likely to comply with requests if they believe that others are doing the same. Summary: People are more likely to comply with a request if they believe that others are doing the same, as it gives them a sense of security and assurance that the request is legitimate.
  
  

  Consensus is a powerful tool of persuasion. People are more likely to comply with requests if they believe that others are doing the same. This phenomenon is known as social proof, and it gives people a sense of security and assurance that the request is legitimate. It also provides them with an easy way out; instead of having to make their own decisions, they can simply follow what everyone else is doing.

  The idea behind consensus is simple: when people see that other individuals have already taken action on something, they will be more likely to do so themselves. This could be in the form of buying a product or service because many others have done so before them, or following certain rules or regulations because most other people seem to abide by them.

  In addition, consensus can help create trust between two parties involved in any kind of transaction. When one party sees that another has complied with their request, this creates an atmosphere of mutual respect and understanding which helps build trust between both sides.

• #9.     Framing: People are more likely to comply with requests if they are presented in a certain way. Summary: People are more likely to comply with a request if it is framed in a certain way, as it can influence their perception of the request and make it more appealing.
  
  

  Framing is a powerful tool in persuasion, as it can influence how people perceive and respond to requests. People are more likely to comply with a request if it is framed in a certain way that makes the request appear more attractive or beneficial. For example, framing an offer as “lose 10 pounds” instead of “gain 10 pounds” may be more appealing to someone trying to lose weight. Similarly, framing an offer as “save $50” instead of “spend $50” may be more enticing for someone looking for ways to save money.

  Cialdinis book Influence: The Psychology of Persuasion explains how understanding the psychology behind framing can help you craft persuasive messages that will have greater impact on your audience. He outlines several principles such as contrast principle, scarcity principle and consistency principle which demonstrate how changing the context or presentation of information can affect peoples decisions and behavior.

  By using these principles when crafting persuasive messages, you can increase your chances of getting people to comply with your requests. Framing allows you to present information in a way that appeals directly to your target audience by highlighting its benefits and minimizing any potential drawbacks.

• #10.     Priming: People are more likely to comply with requests if they have been exposed to certain stimuli beforehand. Summary: People are more likely to comply with a request if they have been exposed to certain stimuli beforehand, as it can influence their perception of the request and make it more appealing.
  
  

  Priming is a psychological phenomenon in which people are more likely to comply with requests if they have been exposed to certain stimuli beforehand. This concept was popularized by Robert B. Cialdini in his book, Influence: The Psychology of Persuasion. Priming works by influencing the perception of the request and making it more appealing or desirable for the person being asked.

  For example, if someone has seen an advertisement for a product before being asked to purchase it, they may be more likely to do so than if they had not seen the ad at all. Similarly, if someone has heard positive reviews about a restaurant before being invited there, they may be more inclined to accept the invitation than if no such information had been provided.

  Priming can also work on an unconscious level; even subtle cues like body language or facial expressions can influence how we perceive and respond to requests from others. By understanding this concept and using it strategically when communicating with others, one can increase their chances of getting what they want.

• #11.     Loss Aversion: People are more likely to comply with requests if they believe they will lose something if they don’t. Summary: People are more likely to comply with a request if they believe they will lose something if they don’t, as it creates a sense of urgency and makes them feel like they need to act quickly.
  
  

  Loss aversion is a psychological phenomenon that states people are more likely to comply with requests if they believe they will lose something if they don’t. This concept has been studied extensively in the field of psychology and economics, as it can be used to explain why people make certain decisions or take certain actions. Loss aversion works by creating a sense of urgency and making people feel like they need to act quickly in order to avoid losing something valuable. For example, when someone sees an advertisement for a limited-time offer, their fear of missing out on the deal may cause them to act quickly and purchase the product before it’s too late.

  In addition, loss aversion can also be used as an effective tool for persuasion. By emphasizing what someone stands to lose if they don’t comply with your request, you can create a sense of urgency that encourages them to take action right away. This technique is often used in marketing campaigns where companies emphasize how customers will miss out on great deals or discounts if they don’t act fast enough.

  Overall, loss aversion is an important concept that explains why people are more likely to comply with requests when there is something at stake. By understanding this phenomenon and using it strategically in persuasive situations, you can increase your chances of getting what you want from others.

• #12.     Reciprocal Concessions: People are more likely to comply with requests if they have been given something in return. Summary: People are more likely to comply with a request if they have been given something in return, as it makes them feel like they are getting something out of the deal.
  
  

  Reciprocal Concessions is a concept that suggests people are more likely to comply with requests if they have been given something in return. This could be anything from a discount, free gift, or even just an acknowledgement of their efforts. By providing something in exchange for compliance, it makes the person feel like they are getting something out of the deal and thus increases their likelihood of complying with the request.

  This idea has been studied extensively by Robert B. Cialdini in his book Influence: The Psychology of Persuasion. He found that when people were offered concessions such as discounts or free gifts, they were much more likely to agree to requests than those who werent offered any incentives at all. Furthermore, he also discovered that this effect was amplified when multiple concessions were provided.

  In conclusion, Reciprocal Concessions is an effective way to increase compliance rates among individuals and groups alike. By offering small incentives such as discounts or free gifts in exchange for cooperation, it can make people feel like they are getting something out of the deal which will ultimately lead them to comply with your request.

• #13.     Foot-in-the-Door Technique: People are more likely to comply with requests if they have already agreed to a smaller request. Summary: People are more likely to comply with a request if they have already agreed to a smaller request, as it makes them feel like they have already made a commitment and are more likely to follow through.
  
  

  The Foot-in-the-Door Technique is a persuasion technique that suggests people are more likely to comply with requests if they have already agreed to a smaller request. This technique works by making the person feel like they have already made a commitment and are more likely to follow through on it. For example, if someone were trying to get someone else to donate money for charity, they could start by asking them for their email address or phone number first. Once the person has agreed to this small request, then the asker can make their larger request of donating money.

  This technique relies on the idea that once people agree to something small, they will be more likely to agree with something bigger because of their initial commitment. It also takes advantage of cognitive dissonance; when people do something that goes against what they believe in or think is right, it creates an uncomfortable feeling inside them which leads them towards agreeing with whatever was asked of them in order to reduce this discomfort.

  The Foot-in-the-Door Technique has been used successfully in many different contexts such as marketing campaigns and political fundraising efforts. It is important for those using this technique not only understand how it works but also use it ethically so as not take advantage of anyones willingness or trust.

• #14.     Door-in-the-Face Technique: People are more likely to comply with requests if they have been presented with a larger request first. Summary: People are more likely to comply with a request if they have been presented with a larger request first, as it makes them feel like they are getting a better deal and are more likely to agree.
  
  

  The Door-in-the-Face Technique is a persuasion technique that relies on the idea that people are more likely to comply with requests if they have been presented with a larger request first. This technique works by presenting someone with an initial, large request which they are likely to reject. After this rejection, the persuader then follows up with a smaller, more reasonable request which appears much more attractive in comparison to the original one.

  This strategy takes advantage of psychological principles such as contrast effect and cognitive dissonance. The contrast effect states that when two different stimuli are presented side by side, people will perceive them differently than if they were presented separately. In this case, the second smaller request appears much more attractive after being compared to the larger one previously rejected. Cognitive dissonance theory suggests that when faced with conflicting beliefs or ideas, individuals will try to reduce their discomfort by changing their attitude towards one of those beliefs or ideas.

  By using this technique effectively, persuaders can increase their chances of getting someone to agree to their requests since it makes them feel like they are getting a better deal and thus increases compliance rates significantly.

• #15.     Scarcity of Alternatives: People are more likely to comply with requests if they believe there are no other options. Summary: People are more likely to comply with a request if they believe there are no other options, as it creates a sense of urgency and makes them feel like they need to act quickly.
  
  

  Scarcity of Alternatives is a concept that suggests people are more likely to comply with requests if they believe there are no other options. This creates a sense of urgency and makes them feel like they need to act quickly, as the opportunity may not be available for much longer. It can also lead to feelings of regret or FOMO (fear of missing out) if someone does not take advantage of the offer.

  This idea has been studied extensively in psychology, particularly in relation to persuasion techniques. For example, Cialdini’s book “Influence: The Psychology of Persuasion” discusses how scarcity can be used strategically by marketers and salespeople when trying to convince customers to buy their products or services. He argues that it is important for companies to create an environment where customers feel like they have limited choices so that they will make decisions faster.

  Overall, Scarcity of Alternatives is an effective tool for influencing peoples behavior because it encourages them to act quickly before the opportunity passes them by. By creating a sense of urgency and making people feel like there are few alternatives available, this technique can help persuade individuals into taking action.

• #16.     Fear: People are more likely to comply with requests if they are afraid of the consequences of not doing so. Summary: People are more likely to comply with a request if they are afraid of the consequences of not doing so, as it creates a sense of urgency and makes them feel like they need to act quickly.
  
  

  Fear is a powerful motivator when it comes to compliance. People are more likely to comply with requests if they feel that there will be negative consequences for not doing so. This creates a sense of urgency and makes them feel like they need to act quickly in order to avoid the potential repercussions.

  The fear of punishment or other negative outcomes can also lead people to make decisions without fully considering all their options, as they may be too focused on avoiding the consequences rather than making an informed decision. Fear-based persuasion can therefore be effective in getting people to comply with requests, but it should always be used responsibly and ethically.

• #17.     Flattery: People are more likely to comply with requests if they are flattered by the requester. Summary: People are more likely to comply with a request if they are flattered by the person making the request, as it makes them feel more comfortable and trusting of the requester.
  
  

  Flattery is a powerful tool when it comes to persuasion. People are more likely to comply with requests if they feel flattered by the requester, as it makes them feel more comfortable and trusting of the person making the request. This can be done through compliments or expressions of admiration for their accomplishments or qualities.

  When someone feels flattered, they become more open to hearing what the requester has to say and are more likely to agree with their point of view. Flattery also helps build rapport between two people, which can make them both feel closer and create an atmosphere that encourages cooperation.

  In addition, flattery can help reduce resistance from those who may not want to comply with a request. By flattering someone, you show that you respect them and value their opinion; this in turn makes them less likely to reject your proposal out of hand.

• #18.     Norm of Social Responsibility: People are more likely to comply with requests if they believe it is their responsibility to do so. Summary: People are more likely to comply with a request if they believe it is their responsibility to do so, as it gives them a sense of security and assurance that the request is legitimate.
  
  

  The norm of social responsibility states that people are more likely to comply with requests if they believe it is their responsibility to do so. This sense of obligation gives them a feeling of security and assurance that the request is legitimate, as well as providing an incentive for them to act in accordance with what is expected. It also helps create a sense of community, where individuals feel connected and responsible for each others wellbeing.

  This idea has been explored by Robert B. Cialdini in his book Influence: The Psychology of Persuasion. He explains how this concept can be used to influence people’s behavior through appeals to their sense of duty or moral obligation. By making someone feel like they have a responsibility towards others, it becomes easier for them to accept requests or follow instructions without hesitation.

  The norm of social responsibility encourages people to take ownership over their actions and decisions, which can lead to greater compliance overall. It also serves as an important reminder that we all have a role in creating positive change within our communities and society at large.

• #19.     Norm of Self-Interest: People are more likely to comply with requests if they believe it is in their best interest to do so. Summary: People are more likely to comply with a request if they believe it is in their best interest to do so, as it makes them feel like they are getting something out of the deal.
  
  

  The norm of self-interest states that people are more likely to comply with a request if they believe it is in their best interest. This means that when making requests, it is important to make sure the person you are asking feels like they will benefit from complying. People want to feel like they are getting something out of the deal, so emphasizing how your request can help them achieve their goals or meet their needs can be an effective way to get them on board.

  In his book Influence: The Psychology of Persuasion, Robert B. Cialdini explains that this norm works because people have a natural tendency towards self-preservation and self-promotion. We all want what’s best for ourselves and we tend to act in ways that will bring us closer to our desired outcomes. By understanding this basic human instinct and using it as part of your persuasion strategy, you can increase the chances of someone agreeing with your request.

• #20.     Norm of Reciprocity: People are more likely to comply with requests if they believe they will receive something in return. Summary: People are more likely to comply with a request if they believe they will receive something in return, as it makes them feel like they are getting something out of the deal.
  
  

  The norm of reciprocity is a powerful tool in persuasion. It states that people are more likely to comply with requests if they believe they will receive something in return. This could be anything from a favor, to an item or service, or even just recognition for their efforts. By offering something in exchange for compliance, the requester can make the person feel like they are getting something out of the deal and thus increase their likelihood of complying.

  Reciprocity works because it appeals to our sense of fairness and justice; we want to get back what we give out. We also tend to have an innate desire to help others when we know that our assistance will be appreciated and rewarded. When someone offers us something in return for our cooperation, it makes us feel valued and respected which increases our willingness to comply.

  In addition, reciprocity can create positive relationships between two parties as each party feels obligated towards one another due to the exchange of favors or services. This creates trust between them which further strengthens their relationship over time.