The Science of Persuasion: Robert Cialdini’s 6 Laws of Influence

Some fundamental principles for influencing people through public speaking.

Let's face it, information and communication are the order of the day. News is no longer published on a daily basis, but is released as it happens, updated automatically 24 hours a day, every day of the year.

Amidst all this amount of information that is generated, societies are increasingly pushed to improve in the noble art of oratory and persuasion. Whether it is to conquer that person we like so much or to win a general election. It is not a whim, in democratic societies, persuasion and mass influence turn out to be the most effective tools we possess to reach the people we love. people possess to achieve power.

The importance of influencing and convincing others

Much has been said about influence and the different ways of modifying or changing people's behavior and attitudes and the best way to achieve it. But only a renowned American psychologist, Robert Cialdini, has managed to discover the principles behind any kind of persuasive strategy.

In his book "Influence, the psychology of persuasion.Cialdini postulates the 6 laws of influence that lie behind any attempt at persuasion, and which are used to achieve persuasion.and are used to achieve the receiver's compliance.

The 6 laws of influence

Let's get to know the different laws of influence that Cialdini describes in his book. A good opportunity to improve our communication skills and the ability to influence others. and the ability to influence others.

1. Law of reciprocity

It is defined as the tendency to return a favor to someone who has previously done us a favor by creating a feeling of obligation.. The feeling of being indebted to someone who has done something for us before, makes this person predisposed to accept our requests.

The most important thing for the success of this law, is to always be the first to do the favor, the more valuable, personal and unexpected is what is given, the greater the feeling of favor, who does not know that he is being manipulated. For example if you suddenly flatter someone and immediately ask for a favor or if you make breakfast for your parents and then ask for a favor, it is very obvious manipulation. He should not relate the delivery to the favor you are asking, so don't wait until the last moment to create the feeling of obligation.

2. Law of commitment or consistency

This law states that people who have previously agreed to a small request are likely to eventually agree to a larger request.. By this law, the client agrees to our request in order to be congruent with a series of principles, values and beliefs manifested in a previous commitment. The human tendency to be consistent with what we have already done, chosen or decided, makes that in case of breaking this consistency we feel cognitive dissonance that is expressed in the form of a rather unpleasant feeling for the human being.

For this reason, from small commitments, a consistency with the issuer or the product is created and we will tend to be consistent with that commitment in the following occasions.

3. Law of social proof

This principle is based on the human tendency to to consider a behavior to be the right one when we see other people doing it or when other people think the same way. or when other people think the same way.

When we look closely at videos, songs or any content that is in the top 10 of a ranking of the most sold, downloaded or listened to. When we see a crowd watching a street show and can't resist the temptation to see what's going on. All are samples of the law of social proof in action. Waiters who put out a tip jar know that if they initially put out a few bills or coins at the beginning of the night, they will get more money at the end, as more people will think tipping is the right behavior because "other people" have done it before. "More than 2,000 people have already tried it" "more than 2,000 people are already members" are common phrases and known for their effect.

We already know why it is common to buy followers of new leaders and referents who launch themselves into the race for power: the greater the number of followers, the greater the truth and attractiveness of that person's tweets.

4. Law of authority

People who reach a high position in the hierarchy are attributed more knowledge and experience than the rest. than the rest, so what they recommend or sell is good.

The most common example is when large-scale events such as an earthquake, a new epidemic or a terrorist attack occur, we expect to hear the interpretation of world authorities such as the President of the United States, the Pope or a Nobel Prize for Literature. This is a symptom that for an idea or service to be accepted by a large number of people, it is only necessary to convince experts and people of high status.

5. Law of liking or social attractiveness

The law of liking tells us that we are more inclined to be influenced by people we like, and less by people we dislike.We are more inclined to be influenced by people we like, and less by people we dislike, a simple logic but highly characteristic of our human condition. Physically attractive people are often unconsciously attributed other positive values, such as honesty, transparency and success. However, attractiveness does not necessarily emanate from beauty; it can be due to familiarity, similarity of opinions and belonging groups, or the effect of praise.

Now you can understand the success of Nespresso's advertising campaigns by incorporating George Clooney's face as a brand image, can't you?

6. Law of scarcity

I'm sure you are familiar with the "limited time offer", "last items", "run, they're flying" signs? All these phrases and slogans are based on the principle of scarcity. Because of this principle, we are more willing to approach something if we notice that it is scarce or difficult to get it..

Now that you know the six forms of persuasion most accepted by the scientific community today, you will be able to easily detect when you are under the effect of one of them and, why not, use them for your noble causes.