Cialdini's Seven Principles
- id: 1751895256
- Date: July 7, 2025, 3:14 p.m.
- Author: Donald F. Elger
: ## Goals
- Describe Cialdini’s 7 principles of persuasion.
- Skillfully apply these principles to ethically and effectively persuade others.
What?
Cialdini’s 7 principles of persuasion are based on decades of psychological research into why people say “yes.” Each principle taps into automatic, often unconscious decision-making processes in the human brain.
Here are the 7 principles:
- Reciprocity – People feel compelled to return favors.
- Commitment and Consistency – People want to be consistent with past actions and decisions.
- Social Proof – People follow the actions of others, especially in uncertain situations.
- Authority – People defer to credible experts.
- Liking – People are more likely to agree with those they like.
- Scarcity – People desire what is rare or limited.
- Unity – People are more persuaded by those they consider part of their group or identity.
Robert B. Cialdini (chal-DEE-nee) is a leading expert on the science of persuasion and influence. A professor emeritus of psychology and marketing at Arizona State University, he is best known for his groundbreaking book Influence: The Psychology of Persuasion, which introduced seven core principles that explain why people say “yes.” His research combines rigorous science with real-world observation—he even went undercover in sales and marketing roles to study influence techniques in action. Cialdini’s work is widely used in business, education, and leadership to ethically enhance communication and motivate behavior.
Why Learn and Apply These
- These principles make your communication more effective by aligning with how people naturally think and decide.
- Using them well allows you to gain trust, reduce resistance, and motivate action.
- They can be used to improve outcomes in many domains: teaching, selling, negotiating, leading, helping.
- When applied ethically, they create win-win outcomes where both persuader and target benefit.
- When used unethically, they can manipulate—so learning these methods also helps you recognize and resist misuse.
How?
1. Reciprocity
Give something first: value, kindness, helpfulness, attention.
- How to use: Offer a favor, gift, or helpful resource
before asking for something.
- Tip: Make the gift unexpected and personalized to
increase impact.
- Example: Send someone a free resource before asking
for a meeting.
2. Commitment and Consistency
Get a small commitment, then build on it.
- How to use: Ask for a small action or agreement
first.
- Tip: Have the commitment be public or written for
stronger follow-through.
- Example: Ask someone to share a goal, then later
invite them to act on it.
3. Social Proof
Show that others are already doing it.
- How to use: Share stories, testimonials, stats, or
group actions.
- Tip: Use examples that match the audience’s identity
or situation.
- Example: “Hundreds of people just like you are using
this method.”
4. Authority
Demonstrate credibility and expertise.
- How to use: Reference credentials, experience, or
expert endorsements.
- Tip: Use visible cues like titles, certifications, or
professional tone.
- Example: “This method is backed by leading
psychologists and researchers.”
5. Liking
Build rapport and connection.
- How to use: Be warm, find similarities, show genuine
interest.
- Tip: Compliment sincerely and listen actively.
- Example: “I noticed we both love hiking—what’s your
favorite trail?”
6. Scarcity
Make the opportunity feel rare or urgent.
- How to use: Limit availability or time.
- Tip: Only use scarcity if it’s real; fake scarcity
destroys trust.
- Example: “There are only 5 seats left in the
course.”
7. Unity
Frame yourself as part of a shared identity or group.
- How to use: Use language that emphasizes shared
values, roles, or experiences.
- Tip: “We” is more powerful than “you” or “I.”
- Example: “As fellow educators, we know how important
it is to keep growing.”
Summary Tip
Use these principles ethically:
- Respect the other person’s autonomy.
- Ensure your offer truly has value.
- Make persuasion a path to mutual benefit.
Mastering these principles lets you influence with integrity—creating more impact in everything you do.