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You are here: Home / Commentary / Cialdini’s 7th Persuasion Principle: Using Unity in Online Marketing
Cialdini’s 7th Persuasion Principle: Using Unity in Online Marketing

Cialdini’s 7th Persuasion Principle: Using Unity in Online Marketing

September 24, 2016 By RhinoSupport Leave a Comment

Dr. Robert Cialdini’s work in the marketing and communications community is influential, as well as remarkable. He goes over his six principles of persuasion– reciprocity, commitment (and consistency), social proof, authority, liking, and scarcity. He even introduces a new seventh principle, which has been consistently present in his findings: unity, the shared identity between the person being influenced, and the person who is trying to influence them.

Key Takeaways:

  • The idea of reciprocity says that people by nature feel obliged to provide either discounts or concessions to others if they’ve received favors from those others.
  • Once we have publicly committed to something or someone, we are much more likely to go through and deliver on that commitment…hence consistency.
  • Unity principle moves beyond surface level similarities (which can still be influential, but under the Liking principle). Instead, he says, “It’s about shared identities.”

“A key characteristic of these categories is that their members tend to feel at one with, merged with, the others. They are the categories in which the conduct one member influences the self-esteem of other members.”

http://conversionxl.com/cialdini-unity/

Related posts:

  1. 11 Organic Social Media Marketing Tactics to Increase Your Reach Online – Shopify
  2. Low Cost eCommerce Marketing Strategy – LemonStand
  3. How Your Sales Team Can Leverage Content Marketing to Close More Leads
  4. Proximity Marketing system within hours

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