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Understanding User Psychology: The Psychology of Persuasion

Sachin Rekhi
Sachin Rekhi
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The tactics Robert Caldini discusses in "Influence: The Psychology of Persuasion" apply to designing product experiences.

The 6 Weapons of Influence

  • Reciprocation
    • Social apps leverage likes and shares to get original posters to reciprocate.
  • Commitment and Consistency
    • Habit building apps get you to share your goals so that you'll follow through with them.
  • Social Proof
    • Social proof spurs user experience when you like something your friends have liked, or try something they tried.
  • Liking
    • Businesses use attractive people or imagery to drive an experience.
  • Authority
    • Products today establish themselves as leaders or experts.
  • Scarcity
    • Perceived scarcity generates demand.
    • Apps do this with time promotions and virtual goods.
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