The Art of Persuasion
Summary of “Influence: The Psychology of Persuasion” by Robert B. Cialdini
Unraveling the Science Behind Why People Say “Yes”
“Influence: The Psychology of Persuasion” by Dr. Robert B. Cialdini is a foundational text that delves into the psychology behind why people comply with requests. Drawing from extensive research and real-world examples, Cialdini identifies six universal principles of persuasion. This summary provides an overview of these principles and the tactics that can both employ and combat them.
Reciprocity
People tend to return favors. When someone does something for us, we naturally want to repay them. This principle is often used in marketing, such as when companies give out free samples, expecting that consumers will feel obliged to make a purchase in return.
Commitment and Consistency
Once people commit to something, they are more likely to go through with it to remain consistent with their earlier decision. For instance, if someone agrees to a small request, they’re more likely to comply with a larger, related request later on.
