Influence the Psychology of Persuasion

Influence the Psychology of Persuasion by Robert Cialdini is an awesome book which teaches us many tricks and techniques to persuade or manipulate anyone to get what we want.

There are many triggers which help us to decide quickly and these triggers are the main reason of our actions and decision in this information overloaded age. hence learning about this triggers can help you to understand your decisions as well as help to manipulate others to do what you want them to do.


8 Triggers discussed here.

1) SCARCITY
2) LIKING
3) COMMITMENT AND CONSISTENCY
4) AUTHORITY
5) SOCIAL PROOF
6) CONCESSION
7) RECIPROCITY
8) REASONING



1) Scarcity

We are more motivated to act if we think we are going to lose something, than if we are to gain something. ‘Save £50 a month on…’ would not be as effective as ‘You are losing £50 a month on…’. An item that is scarce is more desirable than one that is freely available.

The high pressure environment, like an auction can lead an item being sold for an elevated price as the buyers fear losing out to another person.

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Source :

(Part 1: First 4 Triggers)

(Part 2: 2nd 4 Triggers)