Robert Cialdini’s 6 principles of influence and persuasion

In a recent post, the first piece of cake and an earlier post, Tactics to help customers remember why they chose you I referred to Robert Cialdini's 6 principles of influence and persuasion. Here they are:


1. Reciprocation

We feel obligated to return favours performed for us.


2. Authority

We look to experts to show us the way.


3. Consistency

We want to act consistently with our commitments and values.


4. Scarcity

The less available the resource, the more we want it.


5. Liking

The more we like people, the more we want to say yes to them.


6. Social proof

We look to what others do to guide our behaviour.


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Jurek Leon is a storyteller, speaker and trainer. Subscribe to Jurek's FREE monthly 'Terrific Tips' e-newsletter at Alternatively, email