Behavioral Science

WATCH: The Science of Persuasion

by . October 2nd, 2015

When we want people to say yes, a few simple tweaks that cost nothing can mean everything.

Forget increasing conversion rates. Sometimes it can be a struggle getting someone to acknowledge you exist, let alone getting them to do what you want.

But as we discussed in a previous post, humans are far less aware than we give ourselves credit for. And as creatives and entrepreneurs, we need to understand how we can make this all work in our favor.

Robert Beno Cialdi, the Regents’ Professor Emeritus of Psychology and Marketing at Arizona State University, lists down six key factors necessary for persuasion.

The six universal Principles of Persuasion

1.) Reciprocity

2.) Commitment and Consistency

3.) Social Proof

4.) Authority

5.) Liking

6.) Scarcity


If you enjoyed this video, check out InfluenceAtWork’s YouTube Channel!


Arthur Piccio manages YouTheEntrepreneur and has managed content for major players in the online printing industry. He was previously BizSugar's contributor of the week. His work has appeared multiple times on The New York Times' You're the Boss Small Business Blog. He enjoys guitar maintenance and reading up on history and psychology in his spare time.