Cialdini's 7 Principles of Influence

Robert Beno Cialdini is an American psychologist renowned for his groundbreaking work in the field of persuasion and marketing. After extensive research he formulated seven Key Principles of Persuasion.

As the Regents' Professor Emeritus of Psychology and Marketing at Arizona State University, and a former visiting professor at Stanford University, Cialdini has dedicated his career to understanding the psychology behind human influence and the art of persuasion.

The Psychology of Persuasion: A Game-Changing Book

In 1984, Cialdini published his seminal work, "The Psychology of Persuasion." This book revolutionized the way we understand the dynamics of influence and provided a framework for marketers, salespeople, and individuals alike to navigate the complex world of persuasion.

What sets Cialdini's book apart is the extensive research he conducted to uncover the underlying principles that drive successful persuasion. For three years, he immersed himself in various real-life situations, from used car dealerships to telemarketing firms, to observe and analyze the techniques employed by skilled persuaders.

The Six Key Principles of Persuasion

Cialdini's research led him to identify six key principles that form the foundation of effective persuasion:

1. Reciprocity: People feel obliged to repay others for what they have received. By offering something of value, you can create a sense of indebtedness and increase the likelihood of a positive response.
2. Commitment and Consistency: Once people make a commitment, they strive to remain consistent with their words and actions. By encouraging small initial commitments, you can gradually increase the likelihood of larger commitments.
3. Social Proof: People tend to look to others for guidance when making decisions. By highlighting the actions and opinions of others, you can leverage social proof to influence behaviour.
4. Authority: People are more likely to comply with requests from authoritative figures. Establishing credibility and expertise can significantly enhance your persuasive efforts.
5. Liking: People are more easily influenced by those they like and admire. Building rapport and finding common ground can strengthen your persuasive appeal.
6. Scarcity: People perceive scarce resources as more valuable and desirable. By creating a sense of urgency and scarcity, you can increase the perceived value of what you offer.

These principles provide a powerful framework for understanding how influence operates in various contexts. However, in 2016, Cialdini introduced a seventh principle that expands upon his earlier work:

• Unity: the more we identify ourselves with others, the more we are influenced by them. Cialdini's research revealed that when individuals feel a strong sense of connection and shared identity, they are more likely to adopt the beliefs, attitudes, and behaviours of those they identify with.

In 7 blog post, we will look at these 7 principles in the context of websites. Learn how your website can persuade and guide your visitors to take specific actions.