Posted on : August 8, 2018
Views : 6
Category : Career
Robert Cialdini’s classic work on persuasion included six principles that govern the science of influence:
  1. Reciprocity: The obligation to give back.
  2. Social Proof: The power of consensus, doing what we feel others are also doing.
  3. Liking: The obligations of friendship, or of being swayed by people you like.
  4. Consistency: Need for personal alignment.
  5. Authority: We follow those we view as experts.
  6. Scarcity: We want what may not be available.
Cialdini suggests that ‘Optimal persuasion is achieved only through optimal pre-suasion‘. To change “minds” a pre-suader must also change “states of mind.”