The Seventh Principle of Influence
Most people who’ve spent time studying marketing know Cialdini’s six principles of influence: reciprocity, authority, social proof, liking, scarcity, and the combined elements of commitment and consistency. They’re a useful map of how persuasion works.
In 2016, Cialdini added a seventh. He called it unity, and he described it as the most powerful of all.
That’s a significant claim given the strength of the other six. So it’s worth understanding precisely what unity is, and why it sits above the rest.
Unity is not simply “liking” at a higher intensity. It’s categorically different.
The principle of liking is based on shared attributes: You like someone because you share a trait, a background, a preference, or a sense of humor. Similarity produces liking. That’s not to discount liking; it’s real, and it matters.
But unity operates on a different mechanism entirely.
