Cialdini’s Known Persuasion Techniques

Persuasion is the social influence on beliefs, attitudes, intentions, motivations and behaviors. It is a form of manipulation based on commitment that can change thoughts and behaviors. Persuasion techniques use words to influence other people and achieve a desired change.

Robert Cialdini is one of the experts in persuasion. He is an American psychologist who integrated various persuasion techniques into six basic principles. In the process, Cialdini worked as a used car dealer, in charities, marketing companies and other similar jobs.

While working, he used his knowledge in psychology to prove its effectiveness while performing covert experiments. Below, we will explain each of the six examples on which Cialdini based his persuasion techniques.

Robert Cialdini integrated persuasion techniques into six basic principles: Commitment, reciprocity, social proof, authority, sympathy, and scarcity.

Commitment and perseverance

The influence of the principle of perseverance is based on the desire to be and present oneself as a person with attitudes and behaviors that are consistent at all times. According to this principle, people become  more willing to accept a claim if it complies with their obligation. 

Some of the best known techniques in this principle are “foot-in-the-door” and “low ball”.

The foot-in-the-door technique consists of asking for a small commitment from the person. It must not be too expensive, so they say yes, and it must be related to our goals. When they accept our request, we ask for something else with greater commitment, which is what we really wanted right from the start. If the person rejects, they would appear bad.

With the low ball technique, we remove the basis of the trade when it has already been accepted,  and introduce something that is less attractive. But since they had already accepted, they will often accept the second offer anyway. This is one of the most effective persuasion techniques.

Reciprocity as an example of persuasion techniques

Usually people feel compelled to reciprocate a service. Reciprocity refers to the need people have to restore balance in social relationships. When we receive something, we want to give something back in exchange.

If we want information from someone, the best strategy is to tell them something personal about ourselves first. It can be a small confession or the like. Then the other person will feel obligated to tell something as well.

People tend to treat others the way they themselves are treated, and this fact can pave the way for some of the most effective persuasion techniques. This principle is quite easy to implement. An easy example is when we give an unexpected gift or exclusive discount.

The more the person perceives the gift as something personal and thoughtful, the greater the psychological impact it will have. The principle is to give something to get the other person to give something back.

Social proof or consensus

In general, people tend to approve of a behavior that many people have. They think that if everyone does, there must be something about it. They do it to feel accepted. All people want to be accepted by the group and they think that if they have the same behavior as the rest, they reduce the risk of making mistakes.

This psychological mechanism explains why we often adapt to the general perspective. We tend to accept things that others have already accepted and reject things that others have already rejected. It can often be exploited.

If we see a product that has received good reviews, the likelihood of us buying it is higher. If we see a brand with a lot of followers on social media, there is also a greater chance that we will start following it.

Authority

According to the principle of authority, we tend to be seduced when we are pressured by an authoritarian figure. It is not about abuse of power, but more about the credibility and status that authorities have. We tend to believe that people in leadership positions have more knowledge, experience, and the right to express their opinions.

The principle of authority consists of two elements: Hierarchy and symbols. Hierarchy is based on the fact that people in higher positions have more knowledge and experience than the rest. At the same time, symbols give credibility (such as police uniforms, medical gowns, or academic titles).

An example of this is when a celebrity recommends a product or speaks for an idea, even though what they are promoting may not necessarily be related to their primary activity. An exact example is the actor, Hugh Laurie, who played Dr. House in the series of the same name. He advertises for medical products even though he is not a real doctor.

Sympathy

By creating a bond of sympathy and a degree of equality, it is easier to persuade a person. The principle of sympathy, also known as tenderness or pleasure, signals something that may seem simple at first glance. We are often influenced by people we sympathize with,  and we are less influenced by people we do not like.

Beauty, similarities, acquaintances, compliments and flattery are some of the factors that attract us. Models and celebrities in marketing are based on precisely these factors. In politics, we see politicians trying to show that they have the same problems as the rest of us.

Scarcity

We have a clear tendency to believe that there are enough resources for everyone. However, when there is a scarcity of a resource, we see it as more valuable. Time or availability can sharpen a product or service. The perception of scarcity creates demand.

Time-limited offers, such as discounts or limited editions, are the real answer to this principle. The harder it is to acquire something, the more valuable it becomes for people. The same thing happens with prohibitions. If something is banned, it automatically becomes more interesting to the population. The most obvious example of this is drugs.

The persuasion techniques we have seen here are constantly being exploited in marketing campaigns to get what they want. Now that we know these persuasion techniques, we can recognize them and control their impact on us.