Wednesday, July 4, 2007

Principles of Influence: Robert Cialdini

Great (though a little dated) blog post on Robert Cialdini's principles of influence.

Key take-aways:
  • Reciprocation. People are more willing to comply with requests (for favors, services, information, concessions, etc.) from those who have provided such things first.
  • Commitment/Consistency. People are more willing to be moved in a particular direction if they see it as consistent with an existing commitment.
  • Authority. People are more willing to follow the directions or recommendations of a communicator to whom they attribute relevant authority or expertise.
  • Social Validation. People are more willing to take a recommended action if they see evidence that many others, especially similar others, are taking it.
  • Scarcity. People find objects and opportunities more attractive to the degree that they are scarce, rare, or dwindling in availability.
  • Liking/Friendship. People prefer to say yes to those they know and like.

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