Cialdini
Cialdini is an expert on influence and persuasion. He is the author of the book "Influence: The Psychology of Persuasion" in which he describes six principles that people use to persuade others: authority, consistency, social proof power, sympathy, scarcity and fairness. These principles are based on years of research and apply to many situations, from sales to politics. Cialdini's work is of great interest to marketers, salespeople, negotiators and anyone who wants to persuade others.
Cialdini's six principles of influence
- Authority: people tend to follow authoritative figures, such as leaders, experts and authorities.
- Consistency: people tend to maintain previously taken positions or promises because they do not want their behavior to conflict with their self-image.
- Social proof power: people tend to follow behavior of others because they think it is the right way.
- Sympathy: people tend to help people with whom they have sympathy.
- Scarcity: people tend to value things that are scarce.
- Justice: people tend to follow fair or just requests.
By understanding these principles, you can better understand how people are persuaded AND you can use them to achieve your own goals.
Cialdini's book
Cialdini's book "Influence: The Psychology of Persuasion" is a classic in psychology and is often used as a basic book for marketing, sales and negotiations. It is a must-read for anyone who wants to learn how to persuade and influence others ethically.
