Cialdini: six principles of influence

1. Reciprocity

Basic instinct for cooperation → The exchange of benefits generates a feeling of mutually an trust
Forceful effect → The size of reciprocity is notconnected to the size of the stimuli.
Used extensively in marketing (e.g. sales promotion, representation, samples.)

2. Commitment and Consistency

Statements and actions overtime led to an adaptation of attitudes to be consisted with behaviour
Consistency is extremely forceful if the behaviour/statement is perceived as:

Voluntary
ActivePublic
The mechanism is used to influence attitudes (military, sects, marketing)
Application: get people to commit to the deal and/or commit.

3. Social Proof

Humans aresocial creatures → adopt attitudes of others
When (personal, situational) uncertainly we're even more prone to imitate other actions.
Can also lead to imitation of othersnon-behaviour pluralistic ignorance.
Application → e.g. refer size of market share, industry standard...

4. Liking

Liking → We're more prone to be influenced by persons weperceived as similar for us in any regard
More exposure: We're more responsive/positive/trusting to that we recognize (halo effect)
Classical conditioning → We can beconditioned to associate stimuli with positive response: Pavlov, brands, the lunch effect.

5. Authority

All mammals organize in hierarchies and have a psychological mechanismto perceive the authority (good dress, older,....)
Application → Third-party technique, endorsement

6. Scarcity

The information that good scarce results in perceivedhigher value of the good
When information in itself is perceived as scare (exclusive, confidential) it is believed to be of higher importance
Application → Introduce scarcity