Influence: The Psychology of Persuasion

In every interaction—personal, professional, or commercial—there’s an element of persuasion at play. This course explores the psychology behind why people say “yes” and how to ethically apply those principles in your everyday life. Based on the groundbreaking work of Dr. Robert Cialdini, this course delves into the seven key principles of influence: Reciprocity, Commitment and Consistency, Social Proof, Liking, Authority, Scarcity, and the more recent addition, Unity.
Participants will learn how these principles operate on a subconscious level, influencing decisions, shaping behaviours, and affecting relationships. Each lesson offers a practical breakdown of the psychological mechanisms behind each principle, examples of real-world applications, and guidance on both utilizing and resisting these tactics ethically.
Beyond theory, the course emphasizes ethical influence, showing how to build trust, foster collaboration, and communicate persuasively without manipulation. Whether you’re in sales, marketing, leadership, education, or simply navigating daily life, understanding the psychology of persuasion empowers you to communicate more effectively and influence with integrity.
Through interactive scenarios, self-reflection, and strategic planning, participants will walk away with a deeper understanding of influence and a toolkit for applying it in a responsible and impactful way.