Nudge Robert Cialdini: "Everyone Should Memorise This Persuasion Principle"
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Dec 1, 2025 
Robert Cialdini, a renowned behavioral scientist and author of the bestseller Influence, shares his insights on the art of persuasion. He explains the principle of reciprocity, emphasizing how giving first fosters obligation and increases returns. With compelling examples, he illustrates how small gifts can significantly boost donations and how matching gifts to needs creates value. Additionally, Cialdini discusses the consistency principle, showcasing how tiny commitments lead to larger actions and customer loyalty.
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Reciprocity Persists Across Time And Culture
- Reciprocity is a deep cultural rule: people feel compelled to return favors even across time and hardship.
- Robert Cialdini shows Ethiopia repaid Mexico decades later, highlighting reciprocity's persistence.
Give First To Trigger Obligation
- To trigger reciprocity, give first: offer benefits, information, or small gifts before asking.
- Sending a gift after someone gives does not create the same obligation.
Small Gift Doubled Donation Rates
- The Disabled American Veterans doubled donations by including unsolicited address labels in their mailings.
- Sending the labels after donations did not increase future giving.
