Principles of Persuasion

Principles of Persuasion

  • Submitted By: kygama
  • Date Submitted: 03/01/2009 4:31 PM
  • Category: Psychology
  • Words: 280
  • Page: 2
  • Views: 564

Principles of persuasion

According to Cialdini (2004) there are six basic techniques that commonly are used to persuade another: reciprocation, consistency, social validation, liking, authority, and scarcity.

Reciprocation includes gifts and concessions; consistency involves our desire to appear consistent so if we're asked to agree to something that is consistent with a prior position we've taken it exerts a great deal of pressure; social validation is what your mother was talking about when she didn't want you to do something all your friends were doing and asked "if everybody jumped off a cliff, would you?" (the answer is probably yes); liking is simply that – people want to say yes to people they like; authority is likewise simple, people are often swayed by the appearance of special expertise or experience; and scarcity utilizes the fact that people tend to see things of limited quantity as more valuable (this is a technique often employed by car salespersons when they pretend that another buyer has just expressed interest in the very car you're looking at) (Cialdini, 2004).

All of these techniques can be used to market one’s product. Consistency could be used to appeal to potential clients who have previously expressed approval of your product.. Social validation could be employed by pointing to public figures who have used your product.. Liking could be employed by delivering talks at local organizations where one's empathetic and likable nature could be showcased. These would also be excellent venues to display authority. Finally one –could- promote the small number of remaining products you have available.


Cialdini, R. B. (2004). The science of persuasion. Scientific American, 14 (1), 70-77.

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