Influence: The Psychology of Persuasion

Dr. Robert Cialdini, the seminal expert in influence and persuasion, explores six psychological principles that underlie why people say "yes": reciprocity, commitment/consistency, social proof, liking, authority, and scarcity. The New York Times bestseller reveals how compliance practitioners use our basic mental instincts as tools of persuasion, transforming natural human tendencies into powerful influence mechanisms. Cialdini teaches readers both how to use these principles to their advantage and how to defend themselves against such tactics.

8 sections ยท 30 lessons

Course outline

Foundations of Influence

  1. Mental Shortcuts
  2. Trigger Words
  3. Contrast Effect
  4. Foundations of Influence

Reciprocity

  1. Reciprocity Rule
  2. Uninvited Favors
  3. Reciprocal Concessions
  4. Defend Against Reciprocity
  5. Reciprocity

Commitment and Consistency

  1. Consistency Drive
  2. Foot-in-Door
  3. Written Commitment
  4. Public Commitment
  5. Minimal Pressure
  6. Commitment and Consistency

Social Proof

  1. Follow the Crowd
  2. Uncertainty + Similarity
  3. Bystander Effect
  4. Ethical Social Proof
  5. Social Proof

Liking

  1. Liking Principle
  2. Halo Effect
  3. Build Rapport
  4. Positive Associations
  5. Liking

Authority

  1. Obey Experts
  2. Authority Symbols
  3. Blind Obedience
  4. Authority

Scarcity

  1. Scarcity Principle
  2. Artificial Urgency
  3. Reactance
  4. Scarcity

Defense and Ethics

  1. Defend Reciprocity & Commitment
  2. Defend Social Proof & Liking
  3. Defend Authority & Scarcity
  4. Ethical Application of Influence Principles
  5. Defense and Ethics

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