Influence--Science and Practice by Dr. Robert CialdiniBecause the principles of influence can be so powerful in causing change in others, we have to consider our ethical responsibilities in the process. Fortunately, the way to be ethical in the use of these principles is the same as the way to be profitable in using them:
Always be sure to influence another in a way that ensures that you haven't damaged your ability to influence this person again in the future. In other words, the other person must benefit from the change you've created. We can do this by harnessing one or more of the six universal principles of influence:
- Reciprocation. People give back to you the kind of treatment that they have received from you.
- Scarcity. People will try to seize the opportunities that you offer them, that are rare or dwindling in availability.
- Authority. People will be most persuaded by you when they see you as having knowledge and credibility on the topic.
- Commitment. People will feel a need to comply with your request if it is consistent with what they have publicly committed themselves to in your presence.
- Liking. People prefer to say yes to your request to the degree that they know and like you. No surprise there.
- Consensus. People will be likely to say yes to your request if you give them evidence that people just like them have been saying yes to it.
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