Cialdini's seven principles of influence
The levers of persuasion described by Robert Cialdini in Influence: The Psychology of Persuasion. They are the social side of the biases above, and the reason many sales and propaganda techniques work.
Source: en.wikipedia.org · 7 items in the source's own order.
- 1Reciprocity
Feeling obliged to return favours, gifts and concessions, even small or unrequested ones.
- 2Commitment and consistency
Once we commit to a position, even a small one, we feel pressure to act consistently with it.
- 3Social proof
Deciding what is correct or appropriate by looking at what others do, especially similar others, when we are uncertain.
- 4Authority
→ Authority bias
Giving undue weight to the opinion or commands of an authority figure, in matters even outside their expertise.
- 5Liking
→ Liking bias
Being more easily persuaded by, and more generous to, people we like, who are attractive, similar to us or flatter us.
- 6Scarcity
→ Scarcity error
Valuing something more when it appears limited in supply or time.
- 7Unity
We are more easily influenced by people we see as "one of us", sharing group identity, origin or values.