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Robert Beno Cialdini (born April 27, 1945) is an American psychologist. He is the Regents' Professor Emeritus of Psychology and Marketing at Arizona State University and was a visiting professor of marketing, business and psychology at Stanford University .
Social proof is also one of Robert Cialdini's six principles of persuasion, (along with reciprocity, commitment/consistency, authority, liking, and scarcity) which maintains that people are especially likely to perform certain actions if they can relate to the people who performed the same actions before them. [5]
Influence: Science and Practice (ISBN 0-321-18895-0) is a psychology book examining the key ways people can be influenced by "Compliance Professionals". The book's author is Robert B. Cialdini, Professor of Psychology at Arizona State University.
Robert Cialdini defines six "weapons of influence" that can contribute to an individual's propensity to be influenced by a persuader: [13] [21] Reciprocity: People tend to return a favor. Commitment and consistency: People do not like to be self-contradictory. Once they commit to an idea or behavior, they are averse to changing their minds ...
Robert Cialdini and his research team have conducted extensive research into what Cialdini refers to as the 'Consistency Principle of Persuasion'. [2] Described in his book Influence Science and Practice, this principle states that people live up to what they have publicly said they will do and what they have written down. Cialdini encourages ...
The book Influence: Science and Practice by Robert Cialdini is a prominent work in the field of reciprocity and social psychology. First published in 1984, the work outlines the main principles of influence, and how they can be applied in one's life to succeed, especially in business endeavors. [38]
A study done by Neilsen in 2012 suggests that 70% of consumers trust online reviews (15% more than in 2008), second only to personal recommendations. [1] This gives credibility to the social proof theory; most famously studied by Muzafer Sherif, and highlighted as one of the six principles of persuasion by Robert Cialdini.
An important topic in DITF research involves whether the DITF technique is effective because of reciprocal concessions or social responsibility. [6] The reciprocal concessions explanation is more common and involves reciprocity, or the need for a respondent to comply to the smaller second request because the persuader is compromising from the initial request. [7]