The six rules of persuasion
Cialdini has identified six core principles that affect these decision making short cuts, particularly in relation to purchasing and consumption decisions. The main message that he delivers is that if you understand these six principles, then you can use them to your advantage when trying to persuade others to take a specific action or buy a specific product.
The six key principles Cialdini identified are: reciprocity, scarcity, authority, commitment and consistency, liking and consensus (or social proof).
