Quick look at Cialdini’s “6 Principles of Influence”- Part 2

Quick look at Cialdini’s “6 Principles of Influence” – Part 2

Hello all! This is Part 2 of our overview of Dr. Robert B. Cialdini’s “6 Principles of Influence.” If you haven’t done so, please go check out Part 1! That part goes over the first three principles- reciprocity, consistency, and social proof. Again, these principles are based off Dr. Cialdini’s 1984 book, Influence: The Psychology of Persuasion and I got my info from Cialdini's 6 Principles of Influence - Definition and examples — Conceptually.

#4 Authority

Today, we live in a world where we have ‘information-overload’ all the time. We just don’t have the time do know everything about everything. This principle suggests that, because we are constantly bombarded with information, we are more likely to be influence by the opinions of experts whom we trust. Take politics for example. Chances are most of us have not sat down to read all the details of every bill being voted on. So, when a trusted political figure tells us his or her stance, we are likely to follow their lead because we believe they know more about the topic.

#5 Liking

This principle is pretty simple. We like people who seem to like us. Have you ever gone to the store and had a salesperson come over and ask how you’re doing? Maybe they complemented your outfit or hair or shoes? Even though you’ve never met this person, this short interaction probably made you feel good and important, which makes you like the nice salesperson. Then when she suggests a new product, we are more likely to want to check it out.

#6 Scarcity

The principle of scarcity is probably one of the better-known principles. If we can’t have something, we want it even more. So, when we know something is in limited supply, we scoop it up! This influence plays on the fear of missing out. When we know there is a low stock of something or a sale for a “limited time only”, we don’t want to miss it.

While each of these principles can be used to motivate people to do good, they can also be used to influence us to make decisions we normally wouldn’t. It is important to be aware of how each of us are affected by these persuasions and recognize when it is happening.

If you want to read more on Cialdini’s “6 Principles of Influence” check out the links below! Each of these articles shows different ways these motivations can be used and how they play into our everyday lives.

Sources

Cialdini's 6 Principles of Influence - Definition and examples — Conceptually