The psychology of persuasion is an intriguing field in which researchers and marketers have long sought to understand how people make decisions and why they are influenced. One of the most influential figures in this field is Robert Cialdini, an American psychologist whose work has guided communications and marketing professionals since the 1980s. His theories are known as the “Cialdini principles” and have led to a deeper understanding of how people are influenced and how these principles can be applied to guide (buying) behavior. 🛍️
What is Cialdini's success?
Robert Cialdini’s success lies in his ability to translate complex psychological principles into practical applications in marketing, sales, and communications. His work has enabled marketers and professionals to better understand and influence human behavior, leading to significantly improved results in terms of conversions, sales, and customer relationships. Cialdini’s principles have gained worldwide recognition and are considered valuable tools in the field of persuasion psychology.
From six to seven Cialdini principles
To avoid confusion, it is good to know that it was first six cialdini principles. A seventh cialdini principle has recently been added: unity. And this is not just any principle, it is a principle that is incredibly important for the times we live in today and that we are going to have to deal with more and more. We explain all the Cialdini principles below. 👇
What are Cialdini's 7 principles?
Let’s start right away with an overview of Cialdini’s 7 principles of influence. Because what exactly are the 7 Cialdini principles and how do you apply them in practice? In this article we list all the Cialdini principles, including practical examples of how to apply them within marketing, sales and communications. All of Cialdini’s principles at a glance:
1. Reciprocity 🎁
What is the Cialdini principle of reciprocity
The Cialdini principle of reciprocity is based on the idea that people tend to do something in return when someone does something for them. The feeling of obligation arises when someone receives a favor and motivates them to do something similar in return.
How do you apply reciprocity in practice?
Make someone feel like they want to give something back. To do that, it’s important that you give them something first. So offer value to potential customers before asking for anything, such as a free trial or exclusive offers. Or, for example, give free samples or extras with purchases to encourage reciprocity.
Examples of Cialdini's reciprocity:
Starbucks
Starbucks has a loyalty program called “Starbucks Rewards.” Customers who participate in this program earn points for each purchase, leading to free drinks and other rewards. This encourages customers to keep buying from Starbucks on a regular basis.
Amazon Prime
Amazon Prime is offering a free trial period to new users. During this trial period, customers can take advantage of free shipping and access to Amazon Prime Video and other benefits. This generates a sense of reciprocity, with customers inclined to purchase a paid membership after receiving these benefits.
Dropbox
Dropbox rewards users with additional storage when they refer friends to the platform. By referring friends, users are doing a small favor for Dropbox, which can lead to increased engagement and loyalty.
2. Scarcity ⚖️
What is the Cialdini principle of scarcity?
The Cialdini principle of scarcity is based on the idea that people are sensitive to a shortage of something. When something is presented as limited or rare, its value increases in our perception. This principle is often used in marketing to increase urgency and encourage people to take action quickly.
How do you apply scarcity in practice?
Want to influence your target audience by applying scarcity? Then emphasize the limited availability of a product or service to increase demand. For example, use time-limited offers to emphasize urgency or actually make availability limited. Make exclusivity evident.
Examples of Cialdini's scarcity:
Zara
The fashion chain Zara is known for their fast turnover rate of clothing collections. Customers know that if they like a piece of clothing, they must buy it quickly because it is unlikely to stay in the store for long. This creates a sense of scarcity and encourages customers to make impulse purchases.
Nike
Nike has limited editions of special sneakers that often sell out within minutes of release. This promotes the perception of scarcity and encourages sneaker lovers to act quickly to get their hands on a pair.
Apple
Apple applies scarcity at product launches. When a new Apple product is released, limited availability is often emphasized. This creates hype and a sense of urgency for consumers to buy the product quickly.
3. Authority 🎓
What is the Cialdini principle of authority?
The Cialdini principle of authority is based on the idea that people are more likely to obey individuals who are considered authoritative and knowledgeable. Using authority figures in marketing is an effective way to build credibility.
How do you apply authority in practice?
You apply this by showing evidence that you are an expert within your industry. Display certificates, awards, or reviews to highlight your expertise and authority in a particular field. Also, use other experts or authority figures to promote your products or services.
Examples of Cialdini's authority:
Microsoft
Microsoft uses authority in its business software marketing. They emphasize how many large organizations and companies rely on their products, giving the impression that Microsoft is an authority on business software.
Mayo Clinic
Mayo Clinic is a world-renowned hospital and uses this prestige as a form of authority in health care. People trust Mayo Clinic because of the fame it has gained in the medical community.
National Geographic
National Geographic, known for their magazine and documentaries, emphasizes the expertise and authority of their photographers and journalists. This helps them to be considered a reliable source of information.
4. Consistency 🔄
What is the Cialdini principle of consistency?
The Cialdini principle of consistency is based on the idea that people strive for consistency in their own behavior and beliefs. Once they have made a certain choice, they tend to stick with that choice and adjust their behavior accordingly.
How do you apply consistency in practice?
You apply consistency in your influencing technique by encouraging potential customers to make small commitments that align with eventual desired actions. This way, someone gets further and further along in the buying process without them consciously realizing it. This is because people (unconsciously) feel that whoever says a must also say b.
Examples of Cialdini's consistency:
LinkedIn uses the principle of consistency by encouraging users to fill out their profiles completely. Once users enter some basic information, they are encouraged to add more details. This emphasizes people’s tendency to be consistent in their behavior after making an initial commitment.
Fitbit
Fitbit encourages users to set daily activity and health goals. Once they set their goals, they are more inclined to track their activities daily and improve their performance because of the principle of consistency.
Duolingo
The language app Duolingo uses Cialdini’s principle of consistency by sending users daily reminders to take lessons. Once people sign up for a daily reminder, they feel obligated to continue their language lessons to stay consistent.
5. Sympathy 🫶
What is the Cialdini principle of sympathy?
The Cialdini principle of sympathy is based on the idea that people are more likely to do something for people they like. Creating sympathy is a powerful way to influence the behavior of others.
How do you apply sympathy in practice?
You apply sympathy in Cialdini’s influence principles by creating a personal connection with potential customers. You do this, for example, by giving compliments or sharing common interests. For example, make sure customer service representatives are always friendly and helpful.
Examples of Cialdini's sympathy:
Coca-Cola
Coca-Cola has successfully created sympathy through emotional and sincere campaigns. They often show images of friendship, happiness and connection in their ads, which generates positive feelings among consumers.
Dove
Dove is known for its “Dove Real Beauty” campaign, which focuses on promoting positive self-image and self-confidence in women. This campaign has built sympathy by focusing on empowerment and celebrating natural beauty.
Airbnb
Airbnb encourages hosts to share personal stories and photos of themselves and their spaces on their website. This allows guests to feel more connected and likable toward hosts, which increases the likelihood of bookings.
Booking.com
Booking.com often displays notifications such as “5 people are looking at this accommodation.” This activates the principle of social proof by showing how popular a particular accommodation is, which influences potential bookers’ decision-making.
TripAdvisor
TripAdvisor makes extensive use of other travelers’ reviews to persuade potential bookers. Travelers rely on the opinions of others to rate the quality of hotels, restaurants, destinations and products.
YouTube
On YouTube, you often see videos with millions of views, likes and positive comments. This activates the principle of social proof and encourages other viewers to also watch the video and give positive feedback on it.
7. Unity 🙏
What is the Cialdini principle of unity?
The Cialdini principle of unity is based on the idea that people tend to identify (and feel connected) with others who share similar characteristics, beliefs or goals. This principle was later added to the original 6 Cialdini principles and emphasizes the importance of shared identity. Something incredibly important in the times we live in today. Consider, for example, the influence of influencers.
How do you apply unity in practice?
You apply Cialdini’s unity principle by identifying and expressing shared characteristics, beliefs or goals with your target audience. In doing so, you create a sense of unity and connection. Your target audience must recognize themselves in you as a brand and in the rest of the audience to feel they can rely on you.
Examples of Cialdini's unit:
Harley-Davidson
Harley-Davidson has managed to build a strong unity with its customers by creating a community of motorcyclists. They organize events, such as motorcycle rallies, where people with the same passion for Harley’s can unite.
Apple
Apple has created a dedicated fan base that considers itself a community. Apple users often feel a strong connection to the brand and identify with other Apple users.
CrossFit
CrossFit has succeeded in creating unity among its athletes by fostering a strong sense of community. Participants in CrossFit workouts often feel connected to other CrossFit athletes because of the shared passion for fitness and challenges.
Criticism of the Cialdini principles
While the Cialdini principles can be extremely effective in influencing consumer behavior, there are also legitimate concerns about ethics and manipulation. It is essential to apply these principles responsibly and ethically to avoid damage to the reputation of a brand or organization. The goal should always be to provide value to customers and build relationships based on trust.
Conclusion
In conclusion, the seven Cialdini principles have changed the way we think about persuasion and marketing. Understanding and applying these principles can lead to more effective communication, higher conversion rates and greater success in marketing, communication and sales. However, it is critical to use these principles with care and ethics so that they have a positive and lasting impact on customers and society as a whole. 🌍
Need help deepening your marketing?
Sander has 25 years of experience devising and executing branding & marketing campaigns that have included the use of Cialdini principles. Are you looking for support and want to know how he can help you? Then get in touch.
