Core Influence Principles

Vocabulary flashcards defining 15 core influence tactics, psychological mechanisms, and key foundational research studies.

Reciprocity

A social norm to repay what is given (Gouldner, 1960; Cialdini). It operates by giving a small favor, concession, or information first before making a request, using unequal exchanges to create obligation.

Commitment & Consistency (Foot-in-the-door)

An influence principle based on the desire to appear consistent with prior statements or actions (Festinger; Freedman & Fraser, 1966), executed by securing a small, low-cost agreement before escalating the request.

Social Proof

A mechanism where uncertainty is resolved by observing others' behavior (Sherif, 1935; Cialdini), demonstrated by showing that similar peers or others have already complied.

Scarcity

An influence tactic rooted in loss aversion and reactance amplification when options shrink (Kahneman & Tversky, 1979; Cialdini), executed by framing an offer as limited in time, quantity, or exclusivity.

Authority

Deference to perceived expertise or status (Milgram, 1963), executed by displaying credentials, titles, uniforms, or confident jargon before making a request.

Liking

A principle where compliance increases with perceived similarity, praise, and familiarity (Cialdini), established by building rapport prior to presenting a request.

Anchoring

A cognitive bias where an initial number or reference point biases subsequent judgment (Tversky & Kahneman, 1974), executed by opening a negotiation with an extreme first offer.

Framing Effects

The phenomenon where logically equivalent options are evaluated differently based on gain or loss framing (Kahneman & Tversky, 1981), shifting risk behavior based on presentation.

Door-in-the-face (DITF)

An influence technique where an extreme request is refused, followed by a moderate request that is accepted due to reciprocal concessions and contrast (Cialdini et al., 1975).

Unity (In-group Identity)

An influence mechanism driven by shared identity ('we-ness') and category membership (family, nation, team) that drives compliance beyond mere liking (Cialdini, 2016).

Loss Aversion

A psychological phenomenon where losses loom approximately $2 \times$ larger than equivalent gains (Kahneman & Tversky, 1979), executed by framing the status quo as something to lose.

Sunk Cost Exploitation

An irrational influence where past irrecoverable investments of time, money, or identity drive continued commitment to future choices (Arkes & Blumer, 1985).

Contrast Principle

A perceptual psychophysics mechanism where the perception of a stimulus shifts based on an immediately preceding comparison, such as showing an expensive option first (Cialdini).

Reactance Theory

A psychological state where a perceived threat to freedom triggers a motivation to reassert that freedom, often via opposite behavior (Brehm, 1966).

Foot-in-the-mouth

A self-generated persuasion technique where opening with a pleasantry like 'How are you feeling today?' elicits positive self-disclosure that primes agreeableness and compliance (Howard, 1990).