What are Cialdini’s 7 principles of persuasion?
Robert Cialdini, a renowned psychologist and author, introduced the seven principles of persuasion as a framework to understand the subtle art of influencing human behavior. These principles serve as powerful tools for individuals and organizations seeking to ethically persuade and navigate social interactions.
The Evolution of Cialdini’s Principles: From 6 to 7
Originally, Cialdini outlined six principles of persuasion in his influential book Influence: The Psychology of Persuasion (1984). However, in 2016, he introduced a seventh principle—Unity—to reflect the power of shared identity in influencing behavior.
Understanding this evolution helps clarify common misconceptions, especially for those searching for “Cialdini’s 6 principles of persuasion.” While early frameworks focused on reciprocity, commitment, social proof, authority, liking, and scarcity, the addition of Unity highlights the growing role of community and shared identity in decision-making.
Reciprocity: A Core Principle of Persuasion
The reciprocity principle relies on the universal human tendency to feel obligated to repay gifts, favors and acts of kindness in kind. When someone does something nice for us, we instinctively want to return the favor. This concept, identified by Robert Cialdini’s principles of persuasion, is widely used in marketing, sales, and behavioral psychology.
Examples of the power of reciprocity:
- Retailers or brands can offer discounts and promotions to loyal or new customers as a gesture of appreciation. For example, a fashion retailer might offer a 10% discount to first-time customers.
- Retailers can offer free content, tools or offers such as style guides, editorial articles, virtual try-ons, or free samples.
In both examples, the recipient may feel obliged to indirectly return the favor through a sale, referral or positive review.
Commitment & Consistency
Commitment and consistency are the principles that when individuals commit to an idea or goal, they are more inclined to be loyal and stick with it.
Examples of the power of commitment:
- Retailers who have sustainability as a core value may persuade like-minded shoppers to commit to the brand and build loyalty.
- Retailers or brands include ‘add-to-cart’ options such as ‘save for later’, which adds a subtle commitment to the individual.
Clarifying key principles and being consistent with products and services helps shoppers stay committed to the brand.
Social Proof: The Psychology Behind Persuasion
Social proof recognizes people’s tendency to look to others before deciding how to act themselves. When situations are unclear or uncertain, we look to the ‘wisdom of the crowd’.
Testimonials, customer reviews, ratings, and “popular” or “trending” messaging all leverage this psychological principle.
Examples of the power of social proof:
- Retailer Steve Madden uses Taggstar’s social proof messaging, such as ‘In Demand. X others are looking at this right now,’ to inform shoppers of their most popular items.
- Retailer The Very Group uses Taggstar’s social proof for customer review messaging like “Highly Rated! x% of people recommended” to showcase items with highly rated reviews.
Transparent, accurate and real-time social proof helps build credibility.
Authority
Authority is the principle that people are more likely to listen to authority figures perceived as subject matter experts. Authority implies greater knowledge and trustworthiness.
Examples of the power of authority:
- Shoppers are more likely to look for fashion trends from social media influencers with large amounts of followers and perceived authority.
- Taggstar customer, Fabletics, have collaborated with Khloe Kardashian as she’s an authority figure for young women shoppers.
Liking
It’s simply human nature to more easily say yes to people we know and like. Nobody wants to disappoint friends. Finding common ground, sharing personality and values, and establishing genuine rapport all build bonds of liking that facilitate persuasion.
Examples of the power of liking:
- Retailers and brands show personality on social media channels and show values such as charity partnerships that connect with shoppers and build rapport, making them a ‘likeable’ brand.
Scarcity
When something is rare, exclusive or dwindling in availability, it becomes more desirable. People inherently value scarcity.
Examples of the power of scarcity:
- Retailers and brands highlight stock messaging to inform customers “In Demand! Only 1 available in this size”.
Unity
Unity, the latest addition to Ciadini’s principles, suggests the human desire to be part of a group, community, or family. Cialdini demonstrates how you can leverage a sense of familial unity, even when influencing individuals who aren’t directly related to you.
Examples of the power of Unity:
- Retailers and brands can use family-language to form a sense of unity within their customer base. Asking customers for their advice or opinions, can also build a sense of community.
How Cialdini’s Principles Apply in Different Contexts
While Cialdini’s principles are widely used in marketing and sales, they also influence decision-making across various industries.
Sales & Negotiation
- Sales professionals leverage reciprocity by offering free consultations or trial services, increasing the likelihood of a purchase.
- Commitment & consistency are used in long-term contracts, where customers commit to small steps before making bigger decisions.
- Authority plays a crucial role in establishing trust—endorsements from industry experts can significantly impact buyer decisions.
UX & Web Design
- Websites use social proof by displaying testimonials, user counts, and “bestseller” badges to reassure potential buyers.
- Scarcity tactics, such as “only 2 left in stock” messages, increase urgency and conversions.
- Commitment is applied through interactive features like “save for later” or “wishlist” buttons, subtly encouraging users to complete purchases.
Social Media & Advertising
- Brands use liking by showcasing relatable brand personalities and engaging storytelling.
- Influencer marketing relies heavily on authority and social proof, as users trust recommendations from figures they follow.
- Unity is leveraged through brand communities—companies build loyalty by making customers feel like part of a movement (e.g., Nike’s “Just Do It” campaign fosters a sense of shared ambition).
How Taggstar uses the principles of persuasion to boost online conversion rates
Robert Cialdini’s proven principles are in action with Taggstar!
As the global leader in enterprise social proof, Taggstar applies Cialdini’s principles of persuasion—particularly social proof and urgency—to increase conversion rates. By showcasing real-time popularity metrics like ‘bestsellers’ and ‘only a few left,’ Taggstar helps retailers leverage the psychology of persuasion to drive sales. People feel comfortable making similar decisions to other people, so will be drawn to a product marked popular, trending or bestseller.
Join the growing list of leading global brands and retailers that trust Taggstar to elevate their shopping experiences and drive significant sales lift. Get started today.
