Cialdini’s 6 Principles of Persuasion

The principle of Liking

When someone likes you, they are more easily influenced by you.

The principle of Authority

People are more easily influenced by those they perceive to be an expert.

The principle of Scarcity

People value things they think are scarce.

The principle of Consistency

People have a strong desire to be consistent with their previous opinions, assertions and actions.

The principle of Reciprocity

People feel the need to pay back in kind. This goes for the material and the emotional.

The principle of Social Proof

People prefer to do what others are doing (crowd behavior).