By Robert Cialdini
This book covered familiar ground. It was similar to Predictably Irrational or Thinking Fast and Slow. There are a lot of different frames and setups that influence decision making, even when the decision maker perceives that they are making a rational decision. It’s helpful to be reminded of them to keep them more accessible in my brain to pause and consider the circumstances in which I’m making a decision. Am I maintaining foolish consistency? Was a contrast established in order to inflate the value of an option? The author was directly hostile towards sales and marketing tactics abusing human automated decision-making patterns.
1. Reciprocity
- Core idea: People feel obligated to return favors or concessions.
- Examples: Free samples, gifts, or favors increase compliance (“You did something for me, so I’ll do something for you.”).
- Application: Give something first—information, assistance, or a small token—and people are more likely to say “yes” to a later request.
2. Commitment and Consistency
- Core idea: Once people commit to something (especially publicly or in writing), they feel psychological pressure to behave consistently with that commitment.
- Examples: Getting someone to sign a petition makes them more likely to later donate to the cause.
- Application: Encourage small initial commitments that align with your larger goal.
3. Social Proof
- Core idea: People look to others to determine what’s correct or appropriate, especially in uncertain situations.
- Examples: “Best-seller” labels, customer testimonials, and full tip jars.
- Application: Show that others—especially similar people—are already doing what you want the target to do.
4. Liking
- Core idea: People are more easily influenced by those they like.
- Sources of liking: Physical attractiveness, similarity, compliments, and cooperative behavior.
- Application: Build genuine rapport and highlight similarities before attempting to persuade.
5. Authority
- Core idea: People tend to obey or defer to credible, knowledgeable, or high-status figures.
- Examples: Titles, uniforms, credentials, or expert endorsements.
- Application: Establish or borrow authority (e.g., expert testimony, professional designations, or reputable associations).
6. Scarcity
- Core idea: People assign more value to opportunities that are less available.
- Examples: “Limited-time offer,” “only 3 left in stock,” or exclusive access.
- Application: Emphasize unique benefits, time limits, or dwindling availability.
7. Unity
Application: Foster a sense of belonging and shared identity before making a request.
Core idea: People are more likely to be influenced by those with whom they share an identity (“us” vs. “them”).
Examples: Family ties, group membership, shared values, or community identity.