Why Have Robert Cialdini's 7 Principles of Influence Held Up for 40 Years? Roger Dooley Explains

In this Brainfluence Brief, Roger Dooley explains why Robert Cialdini's Principles of Influence have remained relevant and effective for over 40 years. Despite the ongoing replication crisis in behavioral science, Cialdini's seven principles—reciprocity, scarcity, authority, consistency, liking, social proof, and unity—endure due to their roots in fundamental human nature and decision-making, as well as their proven real-world efficacy. Dooley explains how Cialdini's unique approach of embedding himself in various organizations helped him identify truly effective persuasion techniques. He also offers practical advice for businesses on how to apply these principles, such as highlighting expert endorsements or scarcity and using A/B testing to optimize results. For more on this topic, check out previous Brainfluence episodes featuring Cialdini, particularly the Brainfluence Brief in which Cialdini elaborates on each principle.

[00:00] Intro
[00:06] Introduction of Topic
[00:30] Replication Crisis
[00:46] Influence Endures
[01:00] Seven Key Principles
[01:38] Applying the Principles
[02:00] AB Testing
[02:20] Customer Stages
[02:30] Final Thoughts

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