Principles of influence
Six principles that explain why we accept requests almost without thinking: in those situations we follow shortcuts that usually serve us well.
What problem it addresses
It helps you understand, and recognize, why some messages and designs persuade us more than others.
Components
Reciprocity
We tend to return what we receive.
Commitment and consistency
We want to be consistent with what we already said or did.
Social proof
If many people do it, it seems right.
Liking
We say yes more easily to people we like.
Authority
We follow people who seem to be experts.
Scarcity
What is running out seems more valuable.
How it works
Thinking every decision through is impossible: we use shortcuts.
Certain signals trigger those shortcuts almost without thinking.
Whoever knows them can help people decide… or manipulate them.
Applications in design
Use it like this
Rely on them so a useful message, like a health reminder, is understood and followed.
Avoid
Making up scarcity or social proof: “Only 2 left!” when it isn’t true.
Don’t fall for it
Faced with a rushed request, ask yourself whether you’d say yes without that pressure.
Connections
Authors and works
- 1984
Robert B. Cialdini
Brought the six principles together from experiments and from observing salespeople, fundraisers and advertisers.
Sources
Original sources
- Cialdini, R. B. (1984). Influence: How and why people agree to things. William Morrow.
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