Uploaded December 2023 | Updated September 2026, 2 weeks ago

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This video was sponsored by Shortform. To learn more than ever from important non-fiction books, join us on Shortform: shortform.com/sproutsschools. You’ll get a 5-day free trial and a discounted annual subscription. One of our favorite books on Shortform is “Influence."

The principles of persuasion are a set of psychological rules to influence others. In his book "Influence", Robert Cialdini outlines 6 main principles: Reciprocity, scarcity, authority, consistency, liking and consensus. He later added a 7th principle, unity. Knowing these rules can be helpful to either influence others, or to protect yourself from the techniques when they are being used on you.

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This video was made with the support of our Patrons: Adam Berry, Alex Rodriguez, Andrea Basillio Rava, Anil Raut, ArkiTechy, Artur, azad bel, Badrah, Cedric.Wang, Christoph Becker, Cory McAbee, David Markham, Delandric Webb, Digital INnov8ors, Dr. Matthias Müller-Mellin, Duane Bemister, Elias Reuss, Enigma, Eva Marie Koblin, F J V Souza Fh, Fatenah G Issa, Frari63, Gemma Seed, Gerardo Enrique Nieto, Gerry Labelle, ICH KANN DEUTSCH UND ES WAR EINFACH!, Izzy, jakob steensig, Jannes Kroon, Jeffrey Cassianna, Jim Pilgrim, Joanne Doyle, John Burghardt, Jon Rune Nygård, Jorge Luis Mejia Velazquez, jun omar ebdane, Leonel, Liam Dalling, Linda Kinkead, Linus Linderoth, Lucia Simone Winston, Mambo no 9, Marcel, María, martin, Martin Streule, Martina Hrebenarova, Mathis Nu, Mezes.Macko, Michael Paradis, Natalie O’Brien, Okan Elibol, Oweeda Newton, Patricia Labovszky, Peihui, Povilas Ambrasas, Raymond Fujioka, Roel Vermeulen, Scott Gregory, scripz, Sebastian Huaytan Meder, Si, Solongo Ganbat, Stefan Gros, Stephen Clark, Stuart Bishop, Taka Kondo, Takashi HIROSE, Thomas Aschan, Thomas Dahlke, Victor Paweletz, Yassine Hamza, Yvonne Clapham and all the others.Thank you! To join them visit patreon.com/sprouts

COLLABORATORS
Script: Ludovico Saint Amour di Chanaz and Jonas Koblin
Artist: Pascal Gaggelli
Voice: Matt Abbott
Coloring: Nalin
Editing: Peera Lertsukittipongsa
Production: Selina Bador
Sound Design: Miguel Ojeda

SOUNDTRACKS
A Toy’s Day Out - Shaun Frearson
Embarrassing Moment - Jack Pierce

DIG DEEPER with these top videos, games and resources:
Read the original book
amazon.com/Influence-Psychology-Persuasion-Robert-Cialdini/dp/006124189X

Read about the role of persuasion in conspiracy beliefs
pubmed.ncbi.nlm.nih.gov/36215908

Read about how the cult Heaven’s Gate used the principles of persuasion to gain followers
psychologytoday.com/us/blog/overthinking-tv/202012/nxivm-and-heavens-gate-cults-used-common-persuasion-methods

SOURCES
en.wikipedia.org/wiki/Robert_Cialdini
https://ecampusontario.pressbooks.pub/persuasion/chapter/cialdini/
goodreads.com/book/show/28815.Influence
en.wikipedia.org/wiki/Persuasion

CLASSROOM ACTIVITY
Have the class watch a sales-pitch from the movie Wolf of Wall Street, and identify what persuaded the buyer to purchase the shares.

Show Sprouts’ video on the 7 Principles of Persuasion

Watch the sales pitch again, and ask the class to identify the principles of persuasion in the video as they are being used.

Split the class into groups.

Each group will be assigned one of the principles, and they will have to come up with examples where they have seen it being used - or instances when they have used it themselves.

CHAPTERS
00:00 The principles of persuasion
00:21 Reciprocity
00:40 Scarcity
00:58 Authority
01:18 Consistency
01:36 Liking
01:50 Consensus
02:05 Unity
02:21 Understanding the principles
04:36 What do you think?
04:53 Sponsor
05:57 Patrons credits
06:06 Ending

#sproutsschools #psychology #persuasion #influence #cialdini