Robert Cialdini

The more people who are doing something, the more likely it is that others will do it too.

The key to understanding how to influence others is to understand how they influence themselves.

Liking is a powerful tool in persuasion.

The more we perceive that something is exclusive, the more we want it.

Reciprocity is the principle that people feel obligated to return favors.

Commitment is a powerful motivator that can lead to greater compliance.

Social proof is the tendency to look to others to determine our actions.

The secret to gaining influence is to make others feel important.

Commitment is the process of making a choice about something.

We are more likely to be influenced by those who we perceive as similar to us.