Hello all!
Today I wanted to do a quick overview of Dr. Robert B. Cialdini’s “6 Principles of Influence.” In 1984, Dr. Cialdini published these principles in his book Influence: The Psychology of Persuasion. In this part, we’ll be looking at the first three principles- reciprocity, consistency, and social proof. I got my information from Cialdini's 6 Principles of Influence - Definition and examples — Conceptually
Although these principles were published nearly 40 years ago, they still hold true to this day. Developing a better understanding of these principles can help our careers in public relations by allowing us to gain more insight on what motivates people to make decisions.
The first principle of influence is reciprocity. This occurs when we want to do something for someone who has done something for us. It is basically the need to return a favor. For example, we are more likely to agree to do a favor for someone when they have just bought us a coffee. It is important to recognize the obligation this principle plays on.
Consistency is a principle that influences us to do something similar to something we have done in the past. It plays on our wanting to stay true to our values, publicly or internally. This one can sound a bit confusing, but it is fairly simple. Basically, if I have previously donated to a local city council campaign, and then I am approached by the candidate and asked if I would put a sign in my yard, I am more likely to say yes to the sign because it is consistent with the values I previously agreed to. Even though I didn’t originally agree to the sign, and maybe I don’t even really like the sign, I have an internal need to stay consistent to the cause I originally supported.
This principle simply suggests that we do what those around us are doing. Although we may value individuality, we are influenced by the people around us. We can see this influence heavily in fashion trends, but it is also very apparent in unfamiliar situations. If we are unsure of what to do in a situation, we are probably going to do what the people around us are doing.
Cialdini's 6 Principles of Influence - Definition and examples — Conceptually