Six Universal Principles Of Influence Robert Cialdini

The video starts with Robert Cialdini talking about his book. During the two years that Cialdini spent researching about influence, he realized that there were only six universal principles of influences. The first principle he mentioned in the video was “Reciprocity”; people try to give back to those who give something to them. The second universal influence is “Scarcity”. It is the necessity that people have of those things they do not have. Third, “Commitment and Consistency”; individuals need to be consistent with what they say or do. The fourth influence principle was “Social Proof”; individuals will try to do whatever other people do. Authority and likeliness are the last two principles of influence discovered by Cialdini. He used examples