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Module Code and Title: N1537 Influence and Social Power

Essay Title: Behavioral Science’s Connection to Robert Cialdini’s ‘Six Weapons of

Influence’ and the How Unity Promotes Ethical Influencing

Student’s Number:

Word Count:

Submission Date:
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1. Introduction

Robert Cialdini’s ‘Six Weapons of Influence’ illustrates how leaders utilize psychology to gain

influence and power over others. While many believe that leadership is a trait that’s innate to

leaders, science proves that power over others can be attained through various ways. Cialdini

believes that leaders utilize the six weapons of influence to persuade people to support or follow

their commands, resulting in their ascension into leadership positions. It is possible for anyone to

study these six principles and understand how to become more persuasive in social situations.

The main concern is that the ‘Six Weapons of Influence’, as described by Robert Cialdini, can be

applied unethically by someone trying to manipulate others. It creates a discourse for how

leaders can use these principles ethically to benefit others rather than taking advantage of them.

2. Psychology’s Connection to Robert’s Cialdini’s ‘Six Weapons of Influence’

Psychology is the main behavioural science used by Robert Cialdini to explain the validity of the

‘Six Weapons of Influence’ principle. Cialdini’s principles that can be used to persuade others

include reciprocity, social proof, scarcity, commitment and consistency, liking, and authority

(Spasova, 2023). Firstly, reciprocity is one of the most used means of gaining social influence as

it entails a mutual understanding of equal benefit. Whenever one individual does something nice

to another, the recipient becomes socially obliged to do something similar to the person (Flynn

and Yu, 2021). As a result, leaders can benefit from understanding how to implement the

principle of reciprocity in their actions. In group situations, the person who does much good to

the others is held to a higher regard. Therefore, whenever the individual wants something in

return, such as support, they can easily get it due to reciprocity which leads to higher motivation

among people (Liu et al., 2021). Getting influence through reciprocity is the easiest way, as the
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masses will do it genuinely as they believe they owe it to the recipient. The equity theory

supports the need for reciprocity as it implies people estimate what they have received to what

they have done to ensure everything is proportional. Reciprocity and equity theory align since

the former sees people in society trying to maintain balance by returning the favour whenever

possible (Stafford and Kulper, 2021). Consequently, the principle of reciprocity is backed by

science's effectiveness in building a leader's influence.

Social proof is another key principle of the ‘Six Weapons of Influence’ by Robert Cialdini. In

society, people tend to do what they see others do, creating communal thinking and actions

(Venema et al., 2020). It is the main reason cultures are different globally, as people in a

community, country, or region will do or follow what happens around them. As a result, social

proof is effective in helping a person get influence and control over a group (Morrison and

Naumov, 2020). The need for conformity makes human beings predictable, as they will mostly

follow what others are doing. It makes life easy for most individuals as they do not have to think

individually since they will be accepted if they do not go against popular thought. In relation to

this, leaders can gain and maintain influence in group settings if they can first be seen positively

and later create beliefs that others can follow and live by. For example, companies have an

organizational culture that allows management to maintain productivity and high morale since

everyone will conform to what others deem acceptable (Roy, 2021). Consequently, social proof

is invaluable as it takes advantage of the need for human beings to seek conformity and

acceptance in social situations.

Liking is similar to social proof to gain influence, as it depends on how people perceive a leader

or someone seeking power. A good image is necessary to be effective as a tool for influence since

it allows someone to build support quickly. As per Goovaerts and Marien (2020), in politics,
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image is seen as ‘everything’ because the public believes that anyone in leadership should be a

role model and presentable. Even in the corporate world, everyone tries to maintain a positive

image around others as it is vital to how much success they will have in their careers (Younis and

Hammad, 2020). The best way for a person to be liked is by having similarities with the

followers in things like beliefs, ethics, lifestyle, and background. It allows the followers to see

themselves in the leader since they are relatable. Once a person connects with followers on at

least one thing, it becomes easier to influence them as they trust their decision-making (Li and

Liu, 2020). For example, church leaders such as priests are rarely questioned by believers since

they believe the leader is ethical and will do what is in their best interests. The same rationale

applies in society since followers will always support a leader they like regardless of what others

think.

The fourth principle of influence by Robert Cialdini is authority. It is proven that people often

submit to authority figures in society and do what they are told (Dickson, 2023). Whenever a

person is seen as more knowledgeable, accomplished, and deserving, they tend to delegate

leadership roles. The principle of authority does not depend on how others like a person. It is

possible that leaders and people in authority positions are disliked but tolerated due to their

expertise (Larik and Lashari, 2022). For example, a neurosurgeon might be immoral and disliked

by people in the community, but whenever someone needs brain surgery, they will turn to a

professional since that is their speciality. The same rationale applies to leaders who exert their

authority to gain influence. Followers will submit when they feel like the person interacting with

them is deserving of the authority. Therefore, authority is a widely used means of getting

influence as it is easy to be authoritative as a leader and display knowledgeability in a group,

community, or organization.
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Scarcity is another valuable tool that can influence society. Whenever people believe that

whatever is available to them is limited, it is likely to generate more interest among them

(Montgomery, 2021). The idea of scarce resources and benefits is bound to result in the masses

clamouring to take advantage of whatever is available. Leaders can utilize this tool by providing

limited returns for followers. For example, telling employees they will get more vacation days

only if they complete all tasks twice as fast will see more people put in more effort. Leaders can

also show their interest in remaining in their position to try and get people to support them more

so they can be successful. Scarcity is effective if followers are shown they will lose out if they do

not take advantage of what they have. A leader can position themselves as a limited resource to

allow people to understand their value. However, it is a difficult tool to utilize since it needs the

leader to take the risk of losing all support if people do not believe in their uniqueness and allow

them to walk away from their position. As a result, losing availability can result in more

influence for leaders who position themselves as limited and unique.

Commitment and consistency are the last principle that can be used to gain influence. Leaders

need to show followers the potential benefit of doing something or acting in a specific way.

People are likelier to buy into an idea that appeals to them, resulting in more effort. It is

important for leaders to always communicate the benefits and rewards to followers at the end of

their actions to see results. Commitment and consistency are only realized once people

understand they are working for the greater good (Halttu and Oinas-Kukkonen, 2022). Leaders

also need to be consistent in their beliefs and actions as they directly affect how they are seen in

public. The longer a person maintains their stance and authenticity in an organization or politics,

the more influence they will have over others since they are deemed trustworthy. Influence
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becomes easy to wield for such leaders as they have proven to have a commitment to whatever

they do, which is a valuable trait for anyone to have in society.

3. Using Unity in Combination with Other ‘Weapons’ to Influence Others Ethically

Influencing people is a difficult task without considering the need for ethical behaviour in the

matter. Leaders should consider the best ways to bring people together towards a common goal.

It will enhance their skills as well as gain a positive reputation among followers. Unity is a

concept where two or more people come together to support something or accomplish a task. It

requires everyone to understand what is at stake and their role in completing the tasks. Leaders

can only succeed if they can get their supporters behind them, or else they won’t accomplish

anything.

Unity can be used with authority, leading to ethical influencing by leaders. Authority figures are

often revered even if it doesn’t mean they are liked. Whenever a person with authority tells

people to do something, they are likely to succeed due to their position. Authority can be

negatively used when a leader becomes obsessed with power and wants to pursue self-interests

or harm others. Unity between the leader and followers is essential in ensuring ethical

influencing in society. Successful and lasting leaders are those who can effectively communicate

with their employees and show them the need to believe their decisions (Castañer and Oliveira,

2020). It becomes easier for unity to be fostered once the workforce trusts that the leader is

knowledgeable and competent in their role. Trust in a leader is directly dependent on how well

the latter can show the reasons behind their decisions and how each person can contribute. A

united company is where everyone, regardless of role, trusts each other as they work towards the

same goal. Social proof also plays a part in this, as people tend to follow the cues and decisions
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of their coworkers. Whenever the organizational culture is positive and effective, it becomes

easier for decisions to be made and work to be done since trust ensures there is no second-

guessing. Leaders are supposed to do all they can to foster unity since it allows for ethical

influencing, and everyone is considerate of the interests of those around them.

Utilitarianism can be used to explain the value of unity in ethical influencing. Utilitarianism is an

ethical theory that implies that moral action is one where happiness is maximized for most

people. In simple terms, bringing the most good to the most people (Bader, 2022). Leaders can

promote ethical influencing by focusing on how they can ensure they serve the interests of as

many of their followers as possible. It is nearly impossible to please everyone, and anyone who

tries to do that will ultimately fail. Therefore, anyone in a leadership position should find an

avenue to positively influence most people. It can be accomplished by unity with people on at

least one goal or similarity. It gives the leader an idea of how they can bring the most good as

efficiently as possible (Alavi, 2024). In a corporate setting, a good leader will see to it that most,

if not all, of their employees’ needs are met as best as possible. It can mean assigning tasks based

on performance, qualification, or teamwork. Also, it can imply allowing employees to determine

their bonuses or salary increments based on their performance. Such actions can allow leaders to

apply their influence ethically as they will be looking out for the interests of most of their

workers.

4. Conclusion

In summation, leaders can gain more influence and power over their followers by implementing

the ‘Six Weapons of Influence’ as suggested by Robert Cialdini. Influence in society is

determined by how well a person can observe human behaviour and apply the lessons learned.
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Robert Cialdini utilized psychology by suggesting the six principles of influencing. Each of the

principles or ‘weapons’ is effective, but the success rate depends on how they are used and the

leader's qualities. The possibility of learning how to gain influence suggests that unethical uses

can be experienced when leaders with ill motives utilize these weapons. It is integral that leaders

understand the power of having influence and the responsibilities that fall on them. So, finding

ways such as unity to bring people together towards a common goal will ensure more positive

influencing by leaders than the alternative.

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