The six Principles of Influence .

1. The six principles of influence by
Prof.Robert Cialdini
• Mr. Hamza Ghoneim
• Mr. Yasir Khursheed
• Prof. Ewa Hołubowicz

2. Influence:
The Psychology of Persuasion
Robert Cialdini (2001) – Participant Observer

3. Introduction about Prof.
Robert Cialdini
• Professor Robert Cialdini (1945) is a
celebrated social psychologist who
has undertaken extensive research
on the psychology of influence,
persuasion and negotiation.
• He is the most cited living expert in
the field of persuasion research and
is best known for his 1984
publication on persuasion and
marketing, Influence: the
psychology of persuasion which has
sold over two million copies and has
been translated into 27 languages.
• Currently, Cialdini is the
Professor of Psychology and
Marketing at Arizona State
University

4. Six Persuasion Principles
Robert Cialdini (2001)
1. Consistency (e.g., foot-in-the door):
2. Social Validation (actions/attitudes of others)
3. Reciprocity (of favors and concessions)
4. Friendship/liking
5. Scarcity
6. Authority

5. 2. Social Validation.
– This principle is related to safety in numbers or the wisdom of
crowds. Primarily Cialdini sees uncertainty as the cause of the
behaviours behind this principle. When we do not know what
to do, we look to others for social cues to validate our own
actions.
– So, FOR EXAMBLE, if a colleague is working late, then we may feel
that we should also work late. Similarly, if we see that a restaurant is
full of people, then we may be more likely to eat in that restaurant.

6. 2. Social Validation.
-This feeling of uncertainty can be reinforced if we can relate to the
people in question. So if your team members are active participants in
team meetings then you may be encouraged to speak up too.
-The principle of social proof leads us to believe that the greater the
number of people who find an idea correct, the more the idea will seem
to be correct to us.
-To counter this principle it is important to recognise that the actions of
others should not form the sole basis of your own actions.

7. 2. Social validation

8. Scarcity – limit on products, time,
etc.
5. Scarcity – limit on products, time, etc.
– The scarcity principle is extremely powerful and operates on the
value or worth that people attach to things. In economic theory,
scarcity relates to supply and demand. The less there is of something
– People are generally susceptible to some form of this principle as
opportunities seem more valuable when they are less available and things
which are difficult to achieve or out of reach are perceived as better.

9. 5. Scarcity
* To counter the effects of this
principle we should try to step back
and assess the merits of the
opportunity or the value of the
item in terms of why you would
want it. Doing this will give an
objective evaluation of its personal
value rather than overvaluing it
because it is scarce, or has the
appearance of being scarce.

10. Six Persuasion Principles
Robert Cialdini (2001)
6. Authority
• People generally have been taught to accept and to respect authority.
We want to follow the lead of experts. Often however we commit to this
tendency with little or no critical thinking on our part and it is all too easy
for people to confuse the symbols of authority such as titles, appearance
and possessions with true substance.
• This acceptance of authority - although it allows a society or culture to
operate smoothly - can also lead to authority abusing its power

11. 6. Authority
* A defence against this principle would be
to consider your reaction to authority
figures and ask yourself if the person who
has triggered your respect for authority
genuinely has the authority they are
displaying, or merely using the symbols of
that authority.

12. https://www.youtube.com/watch?
v=p8aHW2gScxU