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The video is all about the ‘Cialdini's Influence Theory’, which is comprised of six major principles of persuasion/influence. According to the Robert Cialdini’s Influence Theory, there are six universal verified principles that actually persuades people and make them affirmative decision makers. Professor Robert also asserts that in spite of millions of notorious tactics, these are the only fundamental and underlying principles that induces people saying ‘Yes’ to anything. In the video, Professor Robert Cialdini explains each of these six principle i.e. Reciprocity (obligation to repay or return the favor), Scarcity (want of having something that is scarce or unavailable), Consistency & Commitment (need to align and to honor the commitment established orally or written), Social Proof (to do what others do), Liking (obligation of likeness i.e. people get influence to those they admire) and Authority (obligation to obey those who are in power). It summarizes that influencing someone is not a magic or luck, but it’s purely science and psychology. Cialdini asserts that people get influenced and they can be influenced. Apparently, all we need to know is that what actually develop that persuasion. His ‘Six Principles of Influence’ is an answer to this and actually represents the factors that influence the behavior and decision-making ability of an individual (Polanski n.d.).
Robert Cialdini’s Influence Theory first got published in 1984 and within the three decades, this modern science of persuasion have been extensively applied to the real world. These grounding principles have not only helped scholars, researchers and practitioners understanding the human behavior in a better way but has also founded the basis the hundreds of highly valuable books, workshops, conferences, business initiatives, and billion of dollars of sales for multiple business organizations. These principles are widely applicable to our daily lives, business, education, and almost everything.
Like for instance, quoting an example from my own life, if my coworker works for some extra hours in his office, then I’m more likelier to act similarly. Likewise, if I found an eatery full of customers, then I’m more likely to give it a try. This is the example of ‘Social Proof’. In the real world, business organizations usually conduct the pilot marketing research with sample products in order to understand what products will be increasingly liked by the people in order to find out that what the business need to produce and sell at a greater rate (Polanski n.d.).
Work Cited
Polanski, Tom., Dr. Robert Cialdini and 6 principles of persuasion. Ebrand Media Publications. 2006. Web. April 29, 2016
