Personal influence in marketing communications carries great weight when the product suggests something about the user's status or taste.
Years of study of social influence were compiled by Robert Cialdini into six general principles for comprehending efforts to change people's behavior. These include reciprocity, commitment, authority, liking, scarcity and consensus.
These concepts may be used by both organizations and consumers to better understand the inner workings of consumer behavior and to identify the most effective solutions.
With the use of these six influence principles, businesses may better navigate their potential customers and increase sales. However, Cialdini cautioned against straddling the line between persuasion and manipulation because the latter might ultimately lead to catastrophe.
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