In his book “Influence, the psychology of persuasion”, Robert Cialdini discusses six principles to influence behaviour for marketing purposes (Cialdini, 2008). Cialdini states that if we have to think about every decision, live becomes impossible because it takes too much time and energy to consciously consider every decision we make. We would quickly become paralyzed. Therefore, we have created shortcuts to help us to ‘automatically’ deal with choices. These mechanisms are the six principles to get through life (see Figure 6). They have many advantages, however they can also be used to exploit us. In this chapter we discuss the six principles to see how they can help us to enhance safety in work environments.
More information on the six steps by Cialdini (Reciprocation, commitment and consistency, social proof, liking, authority, scarcity) can be found in: