The Principles of Influence
How do you get people to think and behave a little differently? There are subtle ways to press your agenda without turning everyone off. In the area of persuasion, Robert Cialdini, professor emeritus at Arizona State University, may well be the expert to note. His six principles have been used in business schools as well as in boardrooms. The first principle is reciprocity, where one gives and gets back—the feeling that something is owed can be powerful. The second, commitment and consistency is about having consistency in beliefs and behaviors, all of which requires commitment. Another principle is social proof, when people tend to make choices that appear popular. The next fundamental covers authority, as having a credible expert is useful. Meanwhile, likability is when a person is regarded as a trusted friend. And finally, scarcity is important because people fear that an item may be in short supply.