A Summary made by Alessandra Tiraboschi

Secrets from the Science of Persuasion

by Robert Cialdini & Steve Martin

What are the factors that influence us to say "yes"?

There are some researches about it. We can think when someone makes a decision consider all available informations, but the reality is very different. Our life is overloaded than we need shortcuts to guide our decision-making.

There are six shortcuts: reciprocity, scarcity, authority, consistency, liking and consensus.

1. Reciprocity: obligation to give when you receive. Be the first to give, personalized and unexpected.

2. Scarcity: people want more of those things there are less of. The benefits are very important but what's unique and what they stand to lose are much more important to persuad.

3. Authority: people will follow credible, knowledgeable and experts. Diplomas, uniforms, credentials and expertise influence people.

4. Consistency: looking for and asking for commitments that can be made.

5. Liking: there are 3 important factors. We like people who:
                - are similar to us
                - pay us compliments
                - cooperate with us

6. Consensus: people will look to the actions of others to determine their own.

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