The Six Principles of Influence

The Six Principles of Influence, developed by psychologist Robert Cialdini, explain how people can be persuaded. Reciprocity means people tend to return favors. Commitment and Consistency involve wanting to stick with commitments once made. Social Proof suggests individuals look to others’ behavior to guide their own. Authority indicates people follow experts or credible figures. Liking means we're more influenced by those we like or find attractive. Scarcity refers to things seeming more valuable when they are rare or limited. Understanding these principles helps explain why we make certain decisions and how persuasion works.