Many people around the world seek to influence others in one way or another. A person with the ability to influence the actions and world views of others are more likely to succeed in life because they can always get what they need from others. Basically, people in the society influence each other in a variety of ways. It is important to realize that conformity, compliance, and obedience are the three main areas of social influence. Thus, when we like the ideas of a particular person, we can conform, comply, or obey. Dr. Robert Cialdini is one such person who played a critical role in explaining the concept of social influence in the most profound of ways. Through his work, people can familiarize themselves with the six principles of influence, better known as the weapons of influence. The principles of influence can help an individual to increase the chances that someone will be persuaded by his or her request. The six weapons of power include reciprocity, commitment and consistency, social proof, liking, authority, and scarcity (Cialdini & Cialdini, 2007). Based on my personal experience, I have realized that the principles of power can actually influence a person’s decision making process.
I once purchased an old truck simply because the seller convinced me that the manufacturer had stopped the production of similar trucks. I noted with a lot of concern that I need to buy the old truck because it would be my only chance to ever own such truck. That is how I bought the truck! Just like Cialdini asserted, people tend to want more of those things that they can have less of. From that experience, I learnt that people can be effectively persuaded using the scarcity principle. As such, it is not enough to inform people about the benefits they will gain by buying a product. Instead, one needs to point out that the commodity is scarce and one could lose a golden opportunity to have it.
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Authority is one of the powerful weapons of social influence. Basically, people often follow the lead of knowledgeable and credible experts. For instance, physiotherapists are more likely to persuade patients to comply with the recommended exercise programs because they are believed to be knowledgeable and credible (Cialdini & Cialdini, 2007). Additionally, people are more likely to feel secure around a total stranger if at all that stranger wears police uniform. Thus, Cialdini simply tell people to signal to others what makes them credible and knowledgeable authorities.
The most common weapon of influence is reciprocity. This is because people are normally obliged to give a favor in return of a favor done to them. For instance, if a friend invites you to their party, you will automatically invite them to a future party you are hosting. Therefore, if a person wants a favor from another one, he should be the first one to offer a gift or any other act of kindness. Basically, the key to effectively utilizing the principle of reciprocity is to be the first to give something that is personalized and unexpected.
The most pervasive principle of social influence is consistency. This is because people are more likely to believe a person who is consistent with the things they have said in the past. For instance, we chose leaders in our society based on the consistency. Thus, a committed and consistent person is more likely to succeed in persuading people to support a particularly cause.
The least powerful weapon of social influence is the idea of liking a person. For instance, people may like a person but they may not necessarily conform or comply with whatever he or she says. An individual may like a person because of the way he or she dresses and fail to like his ideas or worldview.
The principle of authority is the most recognizable of the six. For instance, people can immediately recognize that a doctor is a credible and knowledgeable authority in matters health. In fact, the doctor does not have to explain himself. On the other hand, the principle of scarcity is the least recognizable weapon of influence. This is because a person has to make you aware of it. The principle of social proof is the hardest to defend against. For instance, if people recognize you as a con, it is difficult to defend against it because many people are witnesses to your behavior.
In conclusion, the six weapons of influence can be instrumental in influencing people, particularly if they are applied in an ethical manner. Cialdini came up with a profound explanation of social influence and provided people with the means to persuade people. Therefore, leaders and potential leaders should familiarize themselves with how to apply the principles in real life.
Reference
Cialdini, R. B., & Cialdini, R. B. (2007). Influence: The psychology of persuasion (pp. 173-174). New York: Collins.
