Scribd
Upload
98 views1 page

Influence Book Review

Robert B. Cialdini's book 'Influence: New and Expanded' outlines 7 principles of persuasion, including reciprocation, liking, social proof, authority, scarcity, commitment and consistency, and a new principle called unity. These principles explain how people can be influenced by social dynamics and personal connections. Understanding these principles can enhance one's ability to persuade others effectively.

Uploaded by

sean.christensen.md
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
98 views1 page

Influence Book Review

Robert B. Cialdini's book 'Influence: New and Expanded' outlines 7 principles of persuasion, including reciprocation, liking, social proof, authority, scarcity, commitment and consistency, and a new principle called unity. These principles explain how people can be influenced by social dynamics and personal connections. Understanding these principles can enhance one's ability to persuade others effectively.

Uploaded by

sean.christensen.md
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
You are on page 1/ 1

A Review of Influence:

Robert B. Cialdini’s book Influence: New and Expanded (2021) presents 7 key principles of
persuasion, building on the original 6 from his classic work Influence: The Psychology of
Persuasion. Here's a summary of each principle:

1. Reciprocation
People feel obligated to return favors or concessions. When someone gives us something
or does a favor, we are more likely to comply with a subsequent request.
2. Liking
We’re more likely to say yes to people we like. Factors that increase liking include
physical attractiveness, similarity, compliments, and cooperative efforts.
3. Social Proof
People look to others to determine how to behave, especially in uncertain situations. If
others are doing it, we assume it’s the correct behavior.
4. Authority
We tend to follow the lead of credible, knowledgeable experts. Signals of authority
(titles, uniforms, etc.) can increase compliance.
5. Scarcity
Opportunities seem more valuable when they are limited or diminishing. The fear of
missing out (FOMO) can strongly drive decision-making.
6. Commitment and Consistency
Once people commit to something, especially publicly or in writing, they’re more likely
to follow through to stay consistent with that commitment.
7. Unity (New Principle)
People are more influenced by those they consider part of their tribe or identity group.
Shared identity—such as family, community, or values—enhances persuasion.

You might also like