Our decisions are shaped more by how much we could lose than by how much we could gain. We value limited information and we are more affected by a drop from abundance to scarcity than scarcity in and of itself.It is more dangerous to give people freedoms for a while, then take them away, than not to give them at all. Our joy comes not from experiencing a scarce commodity, but from possessing it.

Scarcity

Accessories that suggest authority (i.e. ‘Dr.’ titles, business suits) exploit our tendency to believe those in the know, even when such titles hold little to no real value.“Experts say” is a phrase we’ve heard way too often in advertising campaign, and for good reason: it works; people do not question the status quo and the decisions of those of higher rank. The sense of duty to authority is underlined by the Milgram experiment.

Authority

Safety in numbers: argumentum ad populum, social proof, or our belief that what the masses are doing must be correct and what we should be doing, too.This is true especially when uncertainty is at play. We are more inclined to follow the lead of a similar individual to us more so than a dissimilar one. The “Werther” effect describes the influence the behavior of others has on us.

Social Proof

The Give and Take, Take, Take: give a little something to get something bigger and better in return, later, as people feel obliged to return initial favors.The Rejection-Then-Retreat tactic is used to convince people to accept an offer by first making a much more outrageous one, which they refuse, feeling emotionally compelled to accept the second, more reasonable one.

Reciprocation

People want to appear consistent in their actions, but “a foolish consistency is the hobgoblin of little minds.”The “low-ball” and “foot-in-the-door” techniques are used to get us to spend more by making us agree to an initially reasonable deal, followed by slowly spiking up the prices. Our subconscious desire of consistency pushes us to see the deal through, even though the price has risen to something we would not have initially accepted.

Commitment and Consistency

As much as we may deny it, physical attractiveness plays a huge role in people liking us. Flattery works to get compliance, and we are biased to accept requests from those we fancy. We think favorably of those who dress like us, or who share our passions. This works the other way around, too: guilt by association.“The nature of bad news infects the teller”, as Shakespeare once said. The luncheon technique is often applied to persuade, and we must be on the lookout for a sense of undue liking towards a compliance practitioner.

Liking

The foundational and wildly popular go-to resource for influence and persuasion—a renowned international bestseller, with over 5 million copies sold—now revised adding: new research, new insights, new examples, and online applications. In the new edition of this highly acclaimed bestseller, Robert Cialdini—New York Times bestselling author of Pre-Suasion and the seminal expert in the fields of influence and persuasion—explains the psychology of why people say yes and how to apply these insights ethically in business and everyday settings. Using memorable stories and relatable examples, Cialdini makes this crucially important subject surprisingly easy. With Cialdini as a guide, you don’t have to be a scientist to learn how to use this science. You’ll learn Cialdini’s Universal Principles of Influence, including new research and new uses so you can become an even more skilled persuader—and just as importantly, you’ll learn how to defend yourself against unethical influence attempts. You may think you know these principles, but without understanding their intricacies, you may be ceding their power to someone else. Cialdini’s Principles of Persuasion: Reciprocation Commitment and Consistency Social Proof Liking Authority Scarcity Unity, the newest principle for this edition Understanding and applying the principles ethically is cost-free and deceptively easy. Backed by Dr. Cialdini’s 35 years of evidence-based, peer-reviewed scientific research—including a three-year field study on what leads people to change—Influence is a comprehensive guide to using these principles to move others in your direction.

books

Books

The foundational and wildly popular go-to resource for influence and persuasion—a renowned international bestseller, with over 5 million copies sold—now revised adding: new research, new insights, new examples, and online applications.In the new edition of this highly acclaimed bestseller, Robert Cialdini—New York Times bestselling author of Pre-Suasion and the seminal expert in the fields of influence and persuasion—explains the psychology of why people say yes and how to apply these insights ethically in business and everyday settings. Using memorable stories and relatable examples, Cialdini makes this crucially important subject surprisingly easy. With Cialdini as a guide, you don’t have to be a scientist to learn how to use this science. You’ll learn Cialdini’s Universal Principles of Influence, including new research and new uses so you can become an even more skilled persuader—and just as importantly, you’ll learn how to defend yourself against unethical influence attempts. You may think you know these principles, but without understanding their intricacies, you may be ceding their power to someone else. Cialdini’s Principles of Persuasion: <ul><li>Reciprocation</li><li>Commitment and Consistency</li><li>Social Proof </li><li>Liking </li><li>Authority</li><li>Scarcity</li><li>Unity, the newest principle for this edition</li></ul>Understanding and applying the principles ethically is cost-free and deceptively easy. Backed by Dr. Cialdini’s 35 years of evidence-based, peer-reviewed scientific research—including a three-year field study on what leads people to change—Influence is a comprehensive guide to using these principles to move others in your direction.

Robert B. Cialdini, PhD is an accomplished writer whose work has resonated with readers around the world. Robert B. Cialdini, PhD has published several books that explore a range of topics, from fiction to nonfiction, and has received critical acclaim for the ability to weave compelling narratives. Robert B. Cialdini, PhD's writing style is known for its depth and authenticity, and has earned quite a loyal following of readers.