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Currently, many researchers believe that this classification has become somewhat outdated (e.g., Dolinski, 2008).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:
- The Rule of Reciprocity
- Social Proof
- The Liking and Attraction Rule
- Authority Influence
- The Scarcity Principle
- The Commitment and Consistency Rule
Bibliography:
- Cialdini, R. (2000). Influence: Science and Practice. ISBN 0-321-18895-0
- Dolinski, D. (2008). Techniques of Social Influence. Warsaw: SCHOLAR