Principles of influence

I recently read Influence: Science and Practice by Robert Cialdini, which was fascinating.  I just want to keep a list here of the influence tactics he describes:

  • Perceptual contrast (starting high)
  • Reciprocation (uninvited debts, unequal exchanges)
  • Maintaining consistency (due to public commitment)
  • Social proof (going along with the crowd)
  • Likability (attractiveness, similarity, compliments, familiarity, and cooperation)
  • Authority (or seeming authority)
  • Scarcity (of quantity or time – making it a competitive situation)

Really important stuff to know, both as a marketer and an everyday citizen.

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