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book · 1984

Influence: The Psychology of Persuasion

by Robert B. Cialdini

#Psychology & Persuasion

In a nutshell

The classic research on why people say yes: reciprocity, commitment, social proof, authority, liking and scarcity.

Best for: Marketing, sales and copywriting.

# sales
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Quotes & ideas we use

Key idea (paraphrased)
People follow a few reliable mental shortcuts when deciding: reciprocity, commitment and consistency, social proof, authority, liking and scarcity.
— Robert B. Cialdini, Influence: The Psychology of Persuasion

Concepts from this book

The principles of persuasion

Six shortcuts make people more likely to say yes: reciprocity, commitment, social proof, authority, liking and scarcity.