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Cialdini's Six Principles of Influence
Cialdini's Six Principles of Influence
Cialdini's Six Principles of Influence
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Overview

In his seminal marketing book Influence: The Psychology of Persuasion, Dr Robert Cialdini laid out principles to hel ...

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Duo Reges: constructio interrete. Sed finge non solum callidum eum, qui aliquid improbe faciat, verum etiam praepotentem, ut M. Ita cum ea volunt retinere, quae superiori sententiae conveniunt, in Aristonem incidunt; Habent enim et bene longam et satis litigiosam disputationem. Ergo instituto veterum, quo etiam Stoici utuntur, hinc capiamus exordium.

Duarum enim vitarum nobis erunt instituta capienda. Quam ob rem tandem, inquit, non satisfacit? Quid nunc honeste dicit? Respondent extrema primis, media utrisque, omnia omnibus. Maximas vero virtutes iacere omnis necesse est voluptate dominante. Quorum sine causa fieri nihil putandum est.

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Actionable Takeaways
  • Offer ‘freemium’ options to people’s problems (reciprocity)

Offering free servi ...

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Duo Reges: constructio interrete. Nondum autem explanatum satis, erat, quid maxime natura vellet. Etenim si delectamur, cum scribimus, quis est tam invidus, qui ab eo nos abducat? In schola desinis. Est autem etiam actio quaedam corporis, quae motus et status naturae congruentis tenet; Quid autem habent admirationis, cum prope accesseris? Qui autem esse poteris, nisi te amor ipse ceperit? Cave putes quicquam esse verius. Ubi ut eam caperet aut quando? Atque hoc loco similitudines eas, quibus illi uti solent, dissimillimas proferebas.

Sedulo, inquam, faciam. Quem Tiberina descensio festo illo die tanto gaudio affecit, quanto L. Quid igitur dubitamus in tota eius natura quaerere quid sit effectum? Vide igitur ne non debeas verbis nostris uti, sententiis tuis. Scisse enim te quis coarguere possit? Itaque contra est, ac dicitis;

Limitations

These principles could easily lead people into pitfalls if used for evil instead of goodness. It might encourage predatory behavior, indebting people through favours and using manipulation techniques. Cialdini 

In Practice

Reciprocity: free mints to increase tips

One study seemed to show the impact of reciprocity, with a slight increase in tips as a result of diners receiving free mints at the conclusion of their dinners.

Commitment: Writing down the appointment

One study showed that missed appointments at health centres were reduced by 18% when patients wrote down the appointment rather than staff. 

Liking: closing the deal 

According to Cialdini, in a study on negotiations of MBA students, one group was told to focus on getting the deal done, the other group was told to identify something in common before they began. The first group came to an agreement 55% of the time, the second group came to an agreement 90% of the time.

Consensus: nudging tax payments

The Behavioural Insights Team in the UK, or original Nudge Unit, discovered that by tweaking the wording of letters to taxpayers to reference the fact that most people in their town paid tax on time, resulted in a 15% increase in timely tax payments. 

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This model will help you to:

These principles are often used in sales and marketing and tend to play on common unconscious biases. They have been further explored by cognitive psychologists exploring behavioural economics. That said, they can be used in developing relationships and influence. 

Use the following examples of connected and complementary models to weave Cialdini’s six principles of influence into your broader latticework of mental models. Alternatively, discover your own connections by exploring the category list above. 

Connected models: 

  • Fast and slow thinking: which underpins many of these approaches.  
  • Social proof: as it relates to liking and even authority.  
  • Supply and demand: as it relates to scarcity. 

Complementary models: 

  • 4Ps of marketing: considering the combination of these methods with the 4Ps. 
  • Hanlon’s razor: to support the development of effective relationships. 
  • Non-violent communication: to help uncover needs and connect.
Origins & Resources

Find out more from Dr Robert Cialdini’s book ‘Influence: The Psychology of Persuasion’ and his broader services at his website  Influence at work.

My Notes

  • profile
    728 days ago Amin
    "Cialdini's Six Principles of Influence are reciprocity, scarcity, authority, commitment, liking and commitment. " One of the commitments was meant to be concensus...
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