Influence
by Robert B. Cialdini
Key Concepts
Reciprocity Principle
People feel compelled to return favors or concessions.
Commitment & Consistency
Individuals strive to align their actions with prior commitments.
Social Proof
We often follow the lead of others, especially in uncertainty.
Authority Bias
People tend to obey perceived experts or legitimate figures.
Liking Principle
We are more easily persuaded by those we like or find attractive.
Scarcity Effect
Opportunities seem more valuable when their availability is limited.
Action Items
Pause before responding to requests that trigger an automatic 'yes'.
Question the motives behind 'free gifts' or initial concessions.
Evaluate advice from authority figures critically, regardless of their status.
Resist making rushed decisions driven by perceived limited availability.
Assess if your actions truly align with your values, not just past commitments.
Be aware of social proof, especially when others' actions seem irrational.
Core Thesis
Influence reveals how six universal principles predictably guide human behavior, often below conscious awareness.
Mindset Shift
You will gain a critical lens to analyze everyday persuasion attempts, empowering you to make more conscious decisions.