![]() ![]() ![]() To do this, you need to be the first to act and to give someone a personalized and unexpected gift. It’s possible to use this desire for reciprocity to influence the behaviors of others. These mints are more powerful than you think…. The six key principles Cialdini identified are: reciprocity, scarcity, authority, commitment and consistency, liking and consensus (or social proof). The main message that he delivers is that if you understand these six principles, then you can use them to your advantage when trying to persuade others to take a specific action or buy a specific product. Look, this is exactly what you need to have in your life!Ĭialdini has identified six core principles that affect these decision making short cuts, particularly in relation to purchasing and consumption decisions. His work is an influential precursor to Nudge Theory, and it’s dark sibling, Sludge.Īt the core of his work is the now well accepted idea that decision making is effortful, so individuals use a lot of rules of thumb and decision making shortcuts (heuristics) when deciding what to do, how to behave or what action to take in any situation. In it, he explores factors that affect the decisions that people make, particularly in relation to sales and purchasing. ![]() ![]() Robert Cialdini published his book “ Influence: The Psychology of Persuasion” in 1984. ![]()
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