Influencing People – 6 Rules of Social Influence

Rational people have inhabited the Earth for many thousands of years, and it was a sufficient period for us to get to know our mind quite well. A reason that is – especially compared to other mammals – a potent computer with a myriad of functions. One of them is influencing people. It is a skill that we are born with and that we can develop throughout our lives. The rules (techniques) of social influence formulated by Robert Cialdini are of particular importance here. What is worth knowing about them? Let’s check!

Influencing People – A Skill You Can Develop

Influencing people is, as we mentioned at the beginning, something each of us is born with. This thesis’s best evidence is a small child who cries to achieve a specific goal and persuade the parent to act. We often exert our influence unconsciously and often use various manipulative techniques. These are the subject of many works and, at the same time, arouse a lot of controversies. Regardless of what we think about them, it is worth getting to know them better – not necessarily to use them, but also to recognize them and respond to them appropriately.

They are influencing People – what else?

One of the most popular techniques for influencing people is the 6 Rules of Social Influence.  Robert Cialdini is one of the most outstanding specialists in this field and is widely regarded as the best source of knowledge for influencing people. So, let’s check what these rules are and how they are used in everyday life.

6 Rules of Cialdini’s Social Influence

1.    Theory of Reciprocity. 

The first rule can be found in our daily lives very often. It says that by doing someone a favor, we can count on that person’s reciprocity in the future. Have you given something to someone? The famous “debt of gratitude” has arisen, which is the unwritten principle of interpersonal relationships in virtually every culture. Therefore, the reciprocity theory is often used in marketing and is a way to attract potential customers and build their loyalty. How? Among others through:

  • Gifts, e.g., Company gadgets,
  • Christmas cards,
  • Free product samples,
  • Product tasting.

2.    Social Proof of Equity

“Like everyone else, everyone else!” – these are words which are the best and most concise description of this rule, based on the mechanism of conformism. It is based on the fact that the product chosen by a larger number of people has a greater chance of higher sales. In our consciousness, this will mean that he is better and therefore enjoys more significant popularity than others. We are more willing to choose more popular solutions. It is easier for us to make decisions based on others’ previous choices, and we have more confidence in what many people value.

Social proof of rightness enables you to influence people in many different ways and various forms, also, on social media (more Facebook likes = better fan page).

3.    The Rule of Liking and Liking

We trust people we like more and are more willing to agree to what they propose to us. And we are not just talking about private life, in which our friends and loved ones play a vital role. The rule of liking and liking works on many other levels, for example, in a store where we are more likely to buy a product from a smiling and excellent seller. It will be easier for us to make concessions in a conversation with a perfect partner during negotiations. And also, at the presentation, where we will remember the brand represented by attractive hostesses better.

4.    Unavailability Rule

Most of us crave what is less and what is more difficult to access. We treat such products or services as exclusive, better than those commonly available. Therefore, sometimes sellers inform about the low availability of goods, the last known copy, or the last day of the promotion.

The rule of unavailability also applies to all kinds of “last minute” offers, collectors’ items, or limited products’ editions.

5.    The Influence of Authority

People who are an authority for us in some field and are associated with more excellent, specialist knowledge influence others more easily. We trust sources more often, and we can believe their words more quickly than people who are not such authorities. It is often used in marketing campaigns, for example, by showing a doctor who recommends a specific drug or influencers’ actions on social media.

6.    The Rule of Commitment and Consistency

None of us like to waste our time; therefore, by engaging in something and spending a few hours on it. We want to be consistent and get involved in various matters, which is often used by sellers. All you need to do is arouse the customer’s interest and affect him, e.g., in a conversation about a product or service. Payday Loans Killeen TX providing better services in their area. The longer you talk to him, the greater the chances that he will ultimately decide to buy.

Influencing People Is Possible!

As you can see, all the theories mentioned that is aimed at influencing people are easily seen in everyday life. You can apply them, or you can become aware of them and respond effectively when someone uses them on you. Or you can develop your skills and influence people effectively—both in private and professional life.


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