The Science of Robert Cialdini’s Rules of Influence

There is plenty scientific evidence that identifies what techniques are the most effective in persuading someone.

The two best-known and best selling books in this category are Influence by Robert Cialdini and Psychology of Persuasion by Kevin Hogan.

Both authors are experts in the study of human behavior in this field and each has drawn up a list from their research of the things that make a difference.

Here is a summary of Robert Cialdini’s Six Rules of Influence:

  1. Reciprocation: Reciprocation is about how, if you do something for somebody, they will feel obliged to do something for you, or they will at least feel better about doing something for you.
  2. Commitment and consistency: People respond to others who are consistent in their messages. If you are constantly giving the same messages to people and acting in a consistent way, they will respond positively.
  3. Social proof: If people see others doing something, they assume that it must be okay to do it and therefore, they will be happier about doing it themselves.
  4. Liking: People respond much more readily to people that they like, and even to the friends of people that they like. They feel comfortable if they see or like the things that you’re associated with.
  5. Authority: People invariably act more positively if they have respect for the authority of the person who is giving them information.
  6. Scarcity: People get so much more interested in something if they feel that it’s about to run out.

For more information:

Influence: Science and Practice (4th Edition)

For more on Robert Cialdini, visit

Click here to see Kevin Hogan’s 10 Laws of Persuasion

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