DJDurant Loss Prevention | Retail Management

Six Weapons of Influence

Cialdini defines six "weapons of influence":

• Reciprocation - People tend to return a favor.
• Commitment and Consistency - If people commit, verbally or in writing, to an idea or goal, they are more likely to honor that commitment.
• Social Proof - People will do things that they see other people are doing.
• Authority - People will tend to obey authority figures, even if they are asked to perform objectionable acts.
• Liking - People are easily persuaded by other people that they like.
• Scarcity - Perceived scarcity will generate demand.

http://en.wikipedia.org/wiki/Robert_Cialdini

He is best known for his popular book on persuasion and marketing, Influence: The Psychology of Persuasion. Influence has sold over 2 million copies and has been translated into twenty-six languages. It has been listed on the New York Times Business Best Seller List. Fortune Magazine lists Influence in their "75 Smartest Business Books."