Cialdini describes six “weapons of influence”
- Reciprocity: people will repay favors.
- Commitment and Consistency: people will stick to commitments made publicly.
- Social Proof: people will do what other people do.
- Authority: people obey authority figures.
- Liking: people are more influenced by those they like.
- Scarcity: people desire what is perceived as scarce.
Books to read:
- Influence: The Psychology of Persuasion
- Yes!: 50 Scientifically Proven Ways to Be Persuasive