Influence: The Psychology of Persuasion

Robert B. Cialdini explains the psychology behind why people say yes through six principles of persuasion: reciprocity, commitment and consistency, social proof, liking, authority, and scarcity—and shows how to use them ethically and resist manipulation.

8 sections · 30 lessons

Course outline

Foundations of Influence

  1. Mental Shortcuts
  2. Trigger Words
  3. Contrast Effect

Reciprocity

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

Commitment and Consistency

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

Social Proof

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

Liking

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

Authority

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

Scarcity

  1. Scarcity Principle
  2. Artificial Urgency
  3. Reactance

Defense and Ethics

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

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