Influence the Psychology of Persuasion Summary


Hey guys, today I’ll talk about this book called “Influence: The Psychology of Persuasion” by Robert Cialdini. This book is mainly to improve social skills but can be far more effective in marketing. The book focuses on six techniques you can use to influence people, maybe to make a decision or buy something. So let’s start,


Some psychological studies have proved that people tend to be interested in things that are limited. When we understand that something will finish very quickly we freak out and try to get that as soon as possible.

Marketers use scarcity to influence us to buy their products, and people also freak about those products. For example, Limited edition products.


When we receive something, we feel obliged to give something back. We hate keeping debt. So if someone does well with us we also try to do something good for that person. If someone does bad to us we tend to do the same with them. 

This is how to follow for following and likes for likes still influence us in social media.


We tend to agree with those people the most, whom we like the most. We’re more likely to say yes to those people we like. So if you want to get something from someone first win their heart. If you want to know how to make people like you check this out That’s why we see our favorite actors and players in ads that influence us to buy.


We tend to remain consistent with our commitments. Because we tend to view consistency as an attractive social trait. It also simplifies our decision making. 

In marketing, they use it through free trials to influence us to buy because we’re more likely to be consistent and buy the premium one.


We tend to obey figures of authority. Like our teachers, bosses, parents, or even doctors. We think that if we don’t obey them the outcome can be bad for us. That’s why marketers bring doctors to clarify medical things in ads. We’re most likely to buy products recommended by doctors.

Social Proof

When we’re uncertain about anything we tend to follow what others are doing. People always think that the majority is right. That’s why they always try to stay on the side of the majority. 

Marketers use social proof by saying it’s a bestseller or like, 500k people tried this.


So, this is it for today. As I said earlier I shared these principles from the best seller book Influence: The Psychology of Persuasion” by Robert Cialdini.

It’s a must-read if you’re interested in either psychology or marketing. See you guys in the next one till then stay safe. Peace.  

You can get the book here:

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