Robert Cialdini is a true classic when it comes to social influence techniques. In his bestselling book ‘Influence: Science and Practice’, he argued that all influence techniques can be classified into 6 groups, which he termed ‘principles.’

Currently, many researchers believe that this classification has become somewhat outdated (e.g., Dolinski, 2008). However, Cialdini’s concept is still widely used and we have never received a stronger paradigm than this.

The 6 principles of influence by Robert Cialdini are:

  1. The Rule of Reciprocity
  2. Social Proof
  3. The Liking and Attraction Rule
  4. Authority Influence
  5. The Scarcity Principle
  6. The Commitment and Consistency Rule


  1. Cialdini, R. (2000). Influence: Science and Practice. ISBN 0-321-18895-0
  2. Dolinski, D. (2008). Techniques of Social Influence. Warsaw: SCHOLAR
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