Scarcity: The Rule of the Few
When access shrinks, desire swells. We chase the last house, the final ticket, the cookie from the near empty jar. Scarcity makes ordinary things glow and blurs judgment. Pause and ask: do I want the thing, or only the thrill of almost losing it?
Authority: Why We Obey First and Think Later
Authority holds a powerful, often hidden sway over our decisions. From childhood, we’re conditioned to respect parents, teachers, and other
Social Proof: How Popularity Shapes What We Believe and Do
You’ve walked into a crowded restaurant or joined a round of applause just because everyone else did. That’s social proof—our instinct to follow the crowd when uncertain. It’s a mental shortcut—often sensible but also easily manipulated.
Liking: Why Affection Shapes Our Choices
You have said yes because you liked who asked. You bought an overpriced chocolate bar or scented candle with a smile and a ‘no trouble at all.’ That pull beyond the product is the power of liking. It feels good, but Cialdini shows how it can be engineered.
Reciprocation: The Secret Power Behind Human Obligations
How the Give-and-Take Principle Shapes Our Choices (and How to Recognize When It’s Being Used Against Us)
Levers of Influence: How We Decide Without Deciding
The moment we believe we are firmly in charge, subtle triggers begin shaping our thoughts and actions. We can be nudged by price tags, gentle language, or signals of authority. Cialdini calls these levers of influence. They often steer us before we even realize it.
