How to Coach Yourself and Others How to Influence, Persuade and Motivate | Page 138

Influence
By Robert B. Cialdini, Ph.D. - See Dr. Robert Cialdina's
Web site "Influence at Work"
Introduction
Robert Cialdini is a Professor of Psychology at Arizona State University
and has spent many years devoted to the scientific investigation and
research of persuasion techniques. His book "Influence" has become a
classic. Within his book Cialdini lists six basic social and psychological
principles that form the foundation for successful strategies used to
achieve influence.
Those six principles are:

1. Rule of Reciprocity
According to sociologists and anthropologists, one of the most widespread
and basic norms of human culture is embodied in the rule of reciprocity.
This rule requires that one person try to repay what another person has
provided. By obligating the recipient to an act of repayment in the future-the rule for reciprocation allows one individual to give something to
another with the confidence that it is not being lost.
This sense of future obligation according to the rule makes possible the
development of various kinds of continuing relationships, transactions,
and exchanges that are beneficial to society. Consequently, virtually all
members of society are trained from childhood to abide by this rule or
suffer serious social disapproval.
The decision to comply with someone's request is frequently based upon
the Rule of Reciprocity. Again, a possible and profitable tactic to gain
probable compliance would be to give something to someone before
asking for a favour in return.
The opportunity to exploit this tactic is due to three characteristics of the
Rule of Reciprocity:
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