The Big Idea: The presence of cognitive biases means we don’t always act rationally. Cialdini outlines six weapons of influence which can be used to influence behavior. Even if you aren’t a salesperson, you are a consumer so it’s good to be aware.

1. Reciprocation

• We tend to reciprocate a favor, even if it is unsolicited.
• Start by asking for a large favor and then expect a concession to the real favor you want.
• Selling down works better than selling up.

2. Commitment and Consistency

• After making an initial choice, we tend to stand by that choice over time. People usually don’t switch sides after they have committed.
• In a debate, start with a small area of agreement or concession and build from there. People want to stay consistent.
• We are more consistent in our commitment if we did it for our own purpose rather than from external reward or pressure.
• Bribing children doesn’t work.

3. Social Proof

• People like to follow the crowd (of people like them or people they want to be.)
• Examples: canned laughter, tip jars, Jonestown, peer learning, bystander effect.

4. Liking

• People want to please others whom they like.
• Attractive people are more persuasive.
• People like others who are similar to them.
• Compliments and flattery work.
• Familiarity increases persuasiveness.
• Establish a connection between your product and an attractive or winning person.

5. Authority

• We obey authority mindlessly in many cases.
• Titles, uniforms, and appearances convey authority.

6. Scarcity

• Losing something is more painful than gaining something.
• Something that is hard to obtain is more valuable than something that is easier to obtain.
• People fight fiercely to retain something they worked for.
• Sometimes it’s better to be censored than publicized. (Eg. Some “secret information” the industry doesn’t want you to know.)
• Indifference towards a lover becomes passion when a rival appears.
• Scarcity+rivalry drives up prices in bidding wars. Always mention a rival buyer when selling something.