Six key principles of influence according to Dr. Robert Cialdini are 1) reciprocity 2) commitment and consistency 3) social proof 4) authority 5) liking and 6) scarcity. He proposed a seventh principle he called unity principle “the more we identify ourselves with others, the more we are influenced by these others.”
Of the above-mentioned principles, Sauteed uses the no. 1 – reciprocity. Reciprocity is returning a favor or giving back to others the form of a behavior, gift, or service that they have received first. In our example, Sauteed restaurant offers event passes to frequent customers (billed $3,000 during the current month). Sauteed believe that in doing so, there will be surprising difference to their business– like clients may recommend them or visit their place more often or more tips.
