Psychology and Persuasion

Planted 02019-09-30

Key ways people can be influenced.

Influence by Robert Cialdini

1. Reciprocity
2. Commitment/Consistency
3. Social Proof
4. Authority
5. Liking
6. Scarcity
7. Unity

Reciprocity: Give a little something to get a little something. Example: give free things that people benefit from and they’ll be way more likely to buy something from you.

Commitment: We want to be consistent with our values. Example: multiple small “yes” leads to bigger “yes”.

Social Proof: We seek validation from others who act like us. Example: Testimonials.

Authority: We listen to seemingly credible, knowledgeable experts. Example: Celebrity/Doctor/Research endorsement

Liking: The more we like someone, the more we’re persuaded by them. Example: About us

Scarcity: When supply is low, demand is high. Example: “Limited time only!”

Unity: People like us do things like this. Example: Jargon, exclusivity, Us vs them, experience sharing

You can find Influence: The Psychology of Persuasion on Amazon here.