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Influence (rev)

Influence (rev)

by Robert B. Cialdini

Weapons of Influence

The majority of compliance tactics fall in to six basic categories:

  1. Reciprocation
  2. Consistency
  3. Social Proof
  4. Liking
  5. Authority
  6. Scarcity

These "weapons of influence" are based on psychological principles we have been subjected to and lear...

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Weapon One: Reciprocity

"We should try to repay what another person has provided for us."

  • The Rule Is Overpowering: there is no relationship between the liking of the requestor and the decision to comply with the request.
  • The Rule Enforces Uninvited Debts: it...

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Weapon Two: Consistency

"Once we have made a choice or taken a stand, we will encounter personal and interpersonal pressures to behave consistently with that commitment."

A commitment is most powerful when it is:

  • Active: actions (writing it down) speak louder than words (saying...

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Weapon Three: Social Proof

"We view a behaviour as more correct to the degree that we see others performing it."

Social proof is most powerful under the conditions of:

  • Uncertainty: when we are unsure of ourselves, or when the situation is unclear or ambiguous, e.g. the bystander e...

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Weapon Four: Liking

"We most prefer to say yes to the requests of someone we know and like."

The factors that reliably cause liking are:

  • Physical Attractiveness: we automatically assign favourable traits such as talent, kindness, honesty and intelligence to...

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Weapon Five: Authority

"We are willing to go to almost any length on the command of authority."

In the absence of genuine authority, the appearance of authority is enough:

  • Titles: usually take years of work to earn, but can be easily adopted without proof.
  • Clot...

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Weapon Six: Scarcity

"Opportunities seem more valuable to us when their availability is limited."

Scarcity is most powerful when combined with:

  • Censorship: we hate to lose freedoms we already have, so we react against the interference by wanting the item more than before e.g...

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