SOC · Social · 1984
Six (Seven) Principles of Influence
by Robert Cialdini
Reciprocity, commitment/consistency, social proof, authority, liking, scarcity, unity.
Summary
Cialdini identified universal shortcuts people use to decide whom to trust and what to do. A seventh principle—Unity—was added in 2016: the more a request comes from someone perceived as 'we', the more likely it is to be honored.
For designers
Stack at least three Cialdini levers per high-stakes ask: e.g. authority (credentialed source) + social proof (peer count) + scarcity (deadline). Used in isolation, single levers are easy to discount.
Components
Reciprocity
We feel obliged to return favors.
Commitment & Consistency
We act consistently with prior public commitments.
Social Proof
We follow what similar others are doing.
Authority
We defer to credible experts.
Liking
We say yes to people we know and like.
Scarcity
Rare or fleeting opportunities feel more valuable.
Unity
Shared identity ('we') outperforms shared interest.
Cross-dimensional couplings
Sources
- Cialdini, R. B. (1984/2016). Influence: The Psychology of Persuasion / Pre-Suasion.