7 Principles of Influence

At Tupperware parties (or Pampered Chef, Arbonne, etc.), guests' fondness for their host influences purchase decisions twice as much as the products themselves.

This is an example of:

• Liking

• Reciprocity

• Social Proof

• Authority

During WWII, Japanese leaders were debating whether to follow the lead of their Nazi allies, but ultimately rejected the pressure to adopt Nazi tactics toward Jews after a Jewish scholar said to them: “We are Asian. Like you.”

This is an example of:

• Social Proof

• Authority

• Unity

• Consistency

When Disabled American Veterans enclosed free address labels in donation-request envelopes, response rates doubled.

This is an example of:

• Scarcity

• Liking

• Reciprocity

• Consistency

People browsing at bookstores are more likely to purchase books on tables with signs indicating that they are "best sellers".

This is an example of:

• Social Proof

• Consistency

• Authority

• Reciprocity

92% of residents in an apartment building who signed a petition in support of a new recreation center later donated to the cause.

• Liking

• Reciprocity

• Authority

• Consistency

A single New York Times expert opinion news story aired on television generates a 4% shift in U.S. public opinion.

This is an example of:

• Authority

• Social Proof

• Consistency

• Unity

Wholesale beef buyers' orders jumped 600% when they alone received information on a possible beef shortage.

• Authority

• Social Proof

• Liking

• Scarcity

People want more of what they can have less of.

People defer to experts

People align with their previous commitments.