How often do you find yourself influenced by others? Influence to buy a product, try new foods, go to new places, etc. The power of being influenced is strong. Six principles explain how we are so easily influenced by certain things.

The six principles of influence were proposed by psychologist Robert Cialdini in his book 

"Influence: The Psychology of Persuasion." These principles describe common psychological tactics that people use to influence others. 

Reciprocity

This principle suggests that people are more likely to comply with a request or favor if they feel obligated to reciprocate. When someone does something nice for us or provides a favor, we tend to feel obliged to return the favor.

Scarcity

According to this principle, people tend to perceive items or opportunities as more valuable when they are scarce or limited. When something is scarce, we have a fear of missing out (FOMO), which can drive us to take action or comply with requests.

Authority

People have a natural tendency to follow the advice or commands of individuals they perceive as authoritative or knowledgeable. This principle states that we are more likely to comply with requests if they come from someone with expertise, credentials, or a position of authority.

Consistency

Humans generally strive to be consistent in their words, actions, and beliefs. This principle suggests that once people commit to a particular belief or course of action, they are more likely to stay consistent with it. Influencers can utilize this principle by getting individuals to make small commitments that align with their desired outcome.

Liking

We tend to be more easily persuaded by people we like or have positive feelings towards. This principle emphasizes the importance of building rapport, establishing commonalities, and demonstrating genuine interest and empathy to increase compliance.

Consensus (Social Proof)

When people are unsure about what action to take, they often look to others for guidance. This principle states that individuals are more likely to comply if they see that others are already complying. The idea is that people assume the actions of others reflect the correct behavior.

These principles provide insights into how individuals can be influenced and can be applied in various settings, such as marketing, sales, negotiations, and everyday interactions. 

If you think about it, we are using some form of influence in our everyday lives. However, we recommend only using these principles in an ethical, empathetic way. In a dental practice, this could be with our patients, our team, or our bosses.