Robert Cialdini’s Six Principles of Persuasion

Persuasion - CLP
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Persuasion – CLP
The reading that was the most convincing and presented the most useful information was Section 14.2 of McLean (2012), which presented the six principles of persuasion by the social psychologist Robert Cialdini. Cialdini's six principles sum up most of the persuasion skills highlighted by Berg in a concise and accurate manner. I found the source more convincing than the others because the six principles of persuasion outlined are founded on a concrete psychological fact: heuristics. In today’s age of information overload and innumerable choices, people rely on mental shortcuts to make decisions. Most people imagine that their decision to comply or refuse a proposal is the product of careful consideration of every relevant fact, but scientific studies show that people rely on heuristics (mental shortcuts) to cut through the clutter and noise and determine the best course. Cialdini's six principles of persuasion illustrate the general rules of thumb people employ when faced with a request. The six heuristics reduce the mental effort of deciding whether or not to accept a request.
Cialdini’s six principles of persuasion also simplify the complex decision-making process to arrive at a fast and accurate decision. For instance, people are likely to accede to a request if they believe that they have a duty to reciprocate. Giving something to someone usually results in the giver having power over the receiver. Since a majority of people hate being in someone’s debt, they feel compelled to meet the giver’s need even if they are not habituated to agreeing to other people’s requests. On the other hand, what is rare and unique is often perceived as having more value. When the perception of inadequate supply is introduced, people are motivated to acquire the exclusive before it disappears (Class Resource, n.d.). The notion that something is only available for a limited amount of time motivates people to act immediately. Conversely, people are likely to listen to someone they deem to be a credible authority on a certain subject since credibility and authority are the building blocks of deference and trust. Having expertise in a particular field heightens one's ability to make the best decisions, and therefore speak from a position of experience and power increases credibility. People are psychologically inclined to follow those they deem to be knowledgeable because they are reliable.
On the other hand, people are more likely to accede to a request made by someone they like or a person they can relate with because it makes them feel good about their choices. People are drawn to those they deem as physically attractive or people who are similar to them in terms of lifestyle, background, traits, and opinions. Physical attractiveness often implies honesty, while similarity usually denotes understanding, factors that make agreeing to a request much easier to decide. At the same time, people are social animals and tend to conform to standard behavior. When a large number of people approve a product, more one is likely to consider the decision as correct and ratified. Peop...