Persuasion Principles Reference
Cialdini's 7 principles of influence with research, applications, and ethical boundaries.
The 7 Principles of Influence
Reciprocity
People return favors received first
Research
Restaurant mint study: one mint = 3% more tips, two mints = 14%, personalized extra mint = 23%
Application Keys
- Be FIRST to give
- Make it PERSONALIZED
- Make it UNEXPECTED
Provide genuine value. Free guides, helpful content.
Small gifts designed solely to create obligation.
Commitment & Consistency
People act consistently with prior commitments
Research
Patients writing own appointments reduced no-shows by 18%
Application Keys
- Seek VOLUNTARY commitments
- Make them ACTIVE
- Make them PUBLIC
- Get them IN WRITING
Start with small, valuable commitments.
Foot-in-the-door manipulation.
Social Proof
Uncertain people look to others' actions
Research
Hotel towel study: "75% in THIS ROOM reused" was 33% more effective than generic message
Application Keys
- Point to SIMILAR others
- Use specific numbers
- Testimonials from relatable people
Cite genuine statistics and real testimonials.
Fake reviews and manufactured popularity.
Authority
People follow credible experts
Research
Mentioning colleague credentials led to 20% more appointments
Application Keys
- Signal expertise BEFORE asking
- Use credentials and experience
- Have others introduce your authority
Build and demonstrate real expertise.
Manufactured credentials and fake expertise.
Liking
People say yes to those they like
Research
MBA negotiators who shared personal info first achieved 90% agreement (vs 55%)
Application Keys
- Find genuine SIMILARITY
- Offer sincere COMPLIMENTS
- Frame as COOPERATION
Build genuine relationships and rapport.
Manufactured familiarity and false flattery.
Scarcity
Limited availability increases perceived value
Research
Concorde discontinuation announcement caused immediate sales surge
Application Keys
- Highlight what is UNIQUE
- Explain what they STAND TO LOSE
- Use legitimate scarcity
Communicate genuine limited availability.
Fake countdowns and artificial scarcity.
Unity
Shared identity creates influence
Research
Co-creation and collaboration increase compliance and satisfaction
Application Keys
- Use "we" and "us" legitimately
- Invoke family/tribe identity
- Create through CO-CREATION
Build real community around shared values.
Manufacturing false belonging.
Behavioral Economics Extensions
Anchoring
First number encountered influences subsequent judgments
Application: Present premium options first. Context shapes perception.
Framing
"90% success" vs "10% failure" = same info, different response
Application: Frame in terms of gains; frame inaction in terms of losses.
Loss Aversion
Losses hurt ~2x as much as equivalent gains please
Application: Help customers understand what they lose by not acting.
Default Bias
Organ donation: opt-in ~15%, opt-out ~90%
Application: Make the desired action the default path.
Power of FREE
At FREE vs $0.25, 90% chose free (not 50/50)
Application: Free trials, free shipping thresholds, freemium models.
Dark Patterns to Avoid
Manipulation techniques that damage trust and may violate regulations.
Forced Continuity
Hidden auto-renewals designed to be hard to cancel
Roach Motel
Easy to get in, deliberately hard to get out
Confirm Shaming
"No thanks, I don't want to save money" opt-outs
Hidden Costs
Revealing fees only at checkout
Misdirection
Design that draws attention away from important info
The Transparency Test
If you had to explain your persuasion technique to the customer, would they feel helped or exploited? Ethical persuasion survives transparency.
Pre-Suasion: Before the Message
The moment BEFORE delivering a message is often more important than the message itself.
What Captures Attention
Why It Works: Dual Processing
System 1 (Fast)
- Automatic, intuitive
- Effortless
- Makes ~95% of decisions
- Pattern recognition
System 2 (Slow)
- Deliberate, analytical
- Requires effort
- Often "lazy"
- Step-by-step reasoning
WYSIATI: "What You See Is All There Is" — We judge based on available information without considering what we don't know.
Deep Dive
Complete guide to Cialdini's research, behavioral economics, and ethical applications.
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