This is How We Are Influenced and Persuaded

Updated: Aug 10, 2019

Influence is a best-selling book written by Robert Cialdini which discusses the seven subtle ways that persuade us to comply. Robert’s new book Presuasion reiterates these ways which are reciprocation, liking, social proof, authority, scarcity and consistency but he also adds a new way that we are all influenced called unity.

Below is my quick summary of each way we can be subtly influenced.

Reciprocation — When someone does something nice for us, we want to do something nice for them. This also works in reverse. When someone does something bad to us, we have a desire to get revenge by doing something bad to them. Some waiters in restaurants will use the reciprocation approach when they give you something even as small as a mint along with your check. Studies have shown that even a small gesture like this from a waiter or waitress can increase their tips.