"Once we have made a choice or taken a stand, we will encounter personal and interpersonal pressures to behave consistently with that commitment." A commitment is most powerful when it is:<ul><li>Active: actions (writing it down) speak louder than words (saying it aloud).</li><li>Public: due to a drive to look like a consistent person, viewed as a positive personality trait.</li><li>Effortful: the more effort goes in to it, the greater its ability to influence.</li><li>Made in the absence of outside pressures: such as threats or rewards.</li></ul>

Weapon Two: Consistency

"We are willing to go to almost any length on the command of authority." In the absence of genuine authority, the appearance of authority is enough:<ul><li>Titles: usually take years of work to earn, but can be easily adopted without proof.</li><li>Clothing: such as tailored suit or a uniform.</li><li>Trappings: such as luxury cars or jewellery.</li></ul>

Weapon Five: Authority

The majority of compliance tactics fall in to six basic categories:<ol><li>Reciprocation</li><li>Consistency</li><li>Social Proof</li><li>Liking</li><li>Authority</li><li>Scarcity</li></ol> These "weapons of influence" are based on psychological principles we have been subjected to and learned to accept from an early point in our lives. They can produce an automatic and mindless compliance from us and thus, when exploited, have great power.

Weapons of Influence

"We most prefer to say yes to the requests of someone we know and like." The factors that reliably cause liking are:<ul><li>Physical Attractiveness: we automatically assign favourable traits such as talent, kindness, honesty and intelligence to good-looking individuals.</li><li>Compliments: even if it is known the flatterer stands to gain something.</li><li>Contact: or, familiarity.</li><li>Cooperation: working towards a common goal.</li><li>Association: the opposite of the tendency to dislike someone who brings us bad news. The positive connection does not have to be logical. </li></ul>

Weapon Four: Liking

"Opportunities seem more valuable to us when their availability is limited." Scarcity is most powerful when combined with:<ul><li>Censorship: we hate to lose freedoms we already have, so we react against the interference by wanting the item more than before e.g. access to censored information. </li><li>Recent Loss: we value things that have only recently become less available to us more e.g. revolutions after a period of economic growth, followed by a sharp reversal.</li><li>Rivalry: we value something most when we are in competition for it e.g. another potential buyer for a property.</li></ul>

Weapon Six: Scarcity

"We should try to repay what another person has provided for us." <ul><li>The Rule Is Overpowering: there is no relationship between the liking of the requestor and the decision to comply with the request.</li><li>The Rule Enforces Uninvited Debts: it is not required to have asked for what is received in order to feel obligated to repay.</li><li>The Rule Can Trigger Unfair Exchanges: the combination of internal discomfort (a feeling of obligation) and the possibility of external shame (being called a "moocher") may result in being willing to agree to an unequal exchange.</li></ul>

Weapon One: Reciprocity

"We view a behaviour as more correct to the degree that we see others performing it." Social proof is most powerful under the conditions of:<ul><li>Uncertainty: when we are unsure of ourselves, or when the situation is unclear or ambiguous, e.g. the bystander effect.</li><li>Similarity: when we are observing the behaviour of people just like us.</li></ul>

Weapon Three: Social Proof

"Learn the six psychological secrets behind our powerful impulse to comply." - cover.

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Personal Development

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The foundational and wildly popular go-to resource for influence and persuasion—a renowned international bestseller, with over 5 million copies sold—now revised adding: new research, new insights, new examples, and online applications.In the new edition of this highly acclaimed bestseller, Robert Cialdini—New York Times bestselling author of Pre-Suasion and the seminal expert in the fields of influence and persuasion—explains the psychology of why people say yes and how to apply these insights ethically in business and everyday settings. Using memorable stories and relatable examples, Cialdini makes this crucially important subject surprisingly easy. With Cialdini as a guide, you don’t have to be a scientist to learn how to use this science. You’ll learn Cialdini’s Universal Principles of Influence, including new research and new uses so you can become an even more skilled persuader—and just as importantly, you’ll learn how to defend yourself against unethical influence attempts. You may think you know these principles, but without understanding their intricacies, you may be ceding their power to someone else. Cialdini’s Principles of Persuasion: <ul><li>Reciprocation</li><li>Commitment and Consistency</li><li>Social Proof </li><li>Liking </li><li>Authority</li><li>Scarcity</li><li>Unity, the newest principle for this edition</li></ul>Understanding and applying the principles ethically is cost-free and deceptively easy. Backed by Dr. Cialdini’s 35 years of evidence-based, peer-reviewed scientific research—including a three-year field study on what leads people to change—Influence is a comprehensive guide to using these principles to move others in your direction.

Robert B. Cialdini, PhD is an accomplished writer whose work has resonated with readers around the world. Robert B. Cialdini, PhD has published several books that explore a range of topics, from fiction to nonfiction, and has received critical acclaim for the ability to weave compelling narratives. Robert B. Cialdini, PhD's writing style is known for its depth and authenticity, and has earned quite a loyal following of readers.

Weapon Three: Social Proof

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Social Proof

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SOCIAL PROOF