What are the six principles of influence outlined in the book 'Influence: The Psychology of Persuasion' by Robert B. Cialdini?

Reciprocity Principle

This principle suggests that people are more likely to comply with requests (e.g., purchasing a product) from someone who has previously given them something, whether it be a gift, a favor, or some other act of kindness. Reciprocity can create a sense of obligation.

Scarcity Principle

According to the scarcity principle, people tend to perceive items as more valuable when they are less available. Creating a sense of urgency or limited availability can increase the attractiveness of a product or offer.

Authority Principle

The authority principle emphasizes that people are more likely to follow directions or recommendations from someone who is seen as an expert or a figure of authority. This can range from a doctor endorsing a product to a celebrity promoting a service.

Consistency Principle

Consistency suggests that people prefer to be consistent with their past behaviors, beliefs, and decisions. Once a person commits to something, they are more likely to stick to it. Companies use this principle by seeking small commitments before asking for larger ones.

Liking Principle

The liking principle highlights that people are more easily persuaded by those they like. Factors such as similarity, compliments, and shared interests can enhance likability and influence decision-making.

Consensus Principle

Also known as social proof, the consensus principle states that people are more likely to take a certain action if they see others, especially similar others, doing the same. Testimonials, reviews, and popularity indicators leverage this principle to persuade individuals.