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Weapons of Influence

Cialdini describes six “weapons of influence”

1. Reciprocity: people will repay favors.
2. Commitment and Consistency: people will stick to commitments made publicly.
3. Social Proof: people will do what other people do.
4. Authority: people obey authority figures.
5. Liking: people are more influenced by those they like.
6. Scarcity: people desire what is perceived as scarce.

From Never mind what people believe—how can we change what they do? A chat with Robert Cialdini

Books to read:

• Influence: The Psychology of Persuasion
• Yes!: 50 Scientifically Proven Ways to Be Persuasive