Influence: Science and practice | Coaching Tiger: Leadership, Mindset & Embodied Presence

Cialdini identifies six core principles of influence—reciprocity, commitment & consistency, social proof, liking, authority, and scarcity—and shows how they reliably shape human behavior.
These principles operate largely on automatic, subconscious shortcuts, which makes people vulnerable to skilled persuaders in marketing, sales, and everyday interactions.
Understanding the principles lets you spot manipulative tactics (e.g., fake scarcity, manufactured social proof) and defend yourself against them.
The same principles can be used ethically to increase your own persuasive power—by offering real value, building genuine commitment, and demonstrating honest expertise.
Context and small changes in how a request is framed can dramatically increase compliance, highlighting the importance of wording, timing, and social cues.
Ethical influence focuses on long‑term trust and relationships, not one‑off wins; misusing these tools tends to backfire over time.