The principle of consistency states that people are more likely to comply with requests that are consistent with their previously stated intentions or actions.The principle of authority posits that people are more likely to comply with requests from perceived experts or those in positions of power.The principle of scarcity asserts that people place a higher value on things that are rare or becoming rare.The principle of reciprocation states that people are more likely to comply with requests if they have received something first.Cialdini identifies six fundamental principles of influence: reciprocation, scarcity, authority, consistency, liking, and social proof. The book explores the science of persuasion and how it can be used ethically and effectively in various situations.
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