Secrets from the science of persuasion robert cialdini steve martin

The science of persuasion has identified six main principles of persuasion. The first principle is reciprocity, in which individuals tend to be more receptive to people they owe. To make use of this principle to persuade, an individual has to give a gift that is both designed to meet an individual’s needs and surprising. The second principle is scarcity, which dictates that individuals are more likely to seek out things that are hard to come by. In this manner, this principle can be used to persuade by identifying he unique features of a proposal, as well as the losses an individual is bound to incur if he does not accept it. All things considered, these principles are both efficient and cost-effective strategies of persuasion.