From the highly praised classic by Robert Cialdini PhD ‘Influence: The Psychology of Persuasion‘ Just as applied economics is gripping, books on applied psychology are fascinating and can be highly valuable.
Influence — Summary of Cialdini’s 6 Principles
1. Reciprocity
After receiving something such a gift, people are more likely to comply with your request as a way to give back.
2. Commitment and Consistency
After people have committed to themselves either verbally or in writing, they are more likely to do as they said.
3. Social Proof
In making a choice through uncertainty or unfamiliarity people look for what others have done and follow in the same perceived ‘correct’ path.
4. Liking
People are more likely to comply if the person making the request is likeable, attractive, familiar or similar to the person.
5. Authority
People who even only project an image of authority and credibility (independent of owning it) receive higher compliance.
6. Scarcity
Perception of ‘hard to get’ or loss of opportunity rallies people into guided action.