Summary

It is through the influence process that people generate and manage change. As such, it is important to understand fully the workings of the influence processes that produce compliance with requests for change. Fortunately, a vast body of scientific evidence exists on how, when, and why people comply with influence attempts. From this formidable body of work, one can extract six universal principles of influence that generate compliance in the widest range of circumstances. Reciprocation states that people are more willing to comply with requests (for favors, services, information, concessions, etc.) from those who have provided such things first. Commitment/Consistency states that people are more willing to be moved in a particular direction if they see it as consistent with an existing commitment. Authority states that people are more willing to follow the directions or recommendations of a communicator to whom they attribute relevant expertise. Social Proof states that people are more willing to take a recommended action if they see evidence that many others, especially similar others, are taking it. Scarcity states that people find objects and opportunities more attractive to the degree that they are scarce, rare, or dwindling in availability. Finally, Liking states that people prefer to say yes to those they like, such as those who are similar to them and who have complimented them.