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This can be explained, from a psychological perspective, by the fact that people have established that commitment as being in line with their self-image.Marketers have figured out how to use this second Cialdini principle in their efforts to obtain greater conversion rates.
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The most significant aspect of this tome was the highlighting of Cialdini’s 6 Principles of Influence, which were reciprocity, commitment/consistency, social proof, authority, liking and scarcity.
Cialdini wrote a book called “Influence: The Psychology of Persuasion.” Since then, it’s been widely hailed as a seminal book on marketing, something everyone who is doing conversion optimization should read.
Here’s how you can use Cialdini’s 6 Principles of Persuasion to boost conversions. 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.