Dr. Robert Cialdini and 6 principles of persuasion

6 principleDr. Robert Cialdini and 6 principles of persuasion

By Tom Polanski, EVP, eBrand Media and eBrand Interactive

I have long been a big fan of Dr. Cialdini. I originally became familiar with his work years ago
through, “Influence: The Psychology of Persuasion”. It’s a must read. It gave me useful tools to
use for marketing to others and taught me how to resist the marketing efforts of others.
Here is a reprint from a leading publication regarding his work and a new book he’s coauthored.
It’s the cliff notes version of his original book which I referenced in the preceding


Influencing others isn’t luck or magic – its science. There are proven ways to help
make you more successful as a marketer and an office politician.
We talked to a renowned expert on the science of influence and pulled excerpts from two of his
books to demonstrate ways to make people say “yes” to your messaging and management.
Includes links to scientific studies and takeaways to use at work or at home.
Robert Cialdini, Regents’ Professor of Psychology and Marketing, Arizona State University, has
spent 30 years studying the ways people are influenced. He’s whittled his findings down to six
key principles, found in the fifth edition of ‘Influence: Science and Practice’.
We interviewed Cialdini and also read through ‘Yes! 50 Scientifically Proven Ways to Be More
Persuasive’, a book he co-authored with Noah Goldstein, a professor at the University of
Chicago School of Business, and Steven Martin, Director, Influence at Work. The authors “relied
entirely on the significant body of research from the study of social influence and persuasion” to
suggest ways you can improve outbound messages and office interactions to get the results you

Science behind the Principles

“People’s ability to understand the factors that affect their behavior is surprisingly poor,”
Cialdini says.

Most people can’t explain why they made a particular decision. But Cialdini can. And being able
to identify the underlying factors that influence decisions means he also understands how to use
them to get more positive responses.

Be forewarned, though: The knowledge you’re about to receive shouldn’t be used to push
shoddy goods or set unfair prices. “When these tools are used unethically as weapons of
influence … any short-term gains will almost invariably be followed by long-term losses.”
Below are Cialdini’s six principles of persuasion – along with excerpts from real-world
experiments. Note: All experiments cited are from ‘Yes! 50 Scientifically Proven Ways to Be
More Persuasive’.

Dr. Robert Cialdini and 6 principles of persuasion

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