The effect on others is that a person begins to do what we need to do of their own volition.Influence can be used in different situations. For example, we need to get support , resolve conflicts or disputes, encourage other people to act together, and so on.
The principle of power-a person has a strong tendency to give in to those people who seem to him more powerful than he is in this situation.
This happens on a subconscious level. If we have a professional in front of us, we are highly likely to obey him. For example, doctors, policemen, lawyers.
Often this technique can be seen in advertising on TV. For example, in ads for toothpaste, actors appear who play the role of doctors. They are dressed in robes, have other attributes of power. This is all done in order to give us the impression that we are talking to a professional and therefore can be trusted.
The principle of reciprocity - if we have been rendered a service, we feel an obligation to give something in return to this person.
The sense of obligation to future repayment is so great that it can overcome other factors and influence our decisions.
In an effort to get rid of the sense of obligation, we are willing to accept a greater service than the one we have received.
The principle of commitment and consistency - a person coordinates their actions with their beliefs and values. A person tries to match what he has already done.
For example, if we tell a person that they are kind and always help out, they will try to meet these criteria. Ask for money in debt and he will most likely give it to you, because then he will help you out and it meets his criteria.
The principle of sympathy - if we like a person, we are more likely to fulfill their request.
We like people who are like us, who praise us, and with whom we work together to achieve a common goal.
In the world of advertising, this principle is often used,so products are promoted by famous actors, athletes, and beautiful models.