Influence Psychology Framework

Framework for applying the science of persuasion ethically and effectively — six decades of research into why people say "yes."

Core Principle

People don't make decisions rationally — they use mental shortcuts (heuristics) that can be triggered to influence behavior. These shortcuts evolved because they're usually reliable, but they can also be exploited. Understanding them lets you design products, messaging, and experiences that align with how people actually decide.

Scoring

Goal: 10/10. When reviewing or creating persuasive elements (features, copy, flows, campaigns), rate them 0-10 based on adherence to the principles below. A 10/10 means ethical, effective application of influence psychology; lower scores indicate missed opportunities or ethical concerns. Always provide the current score and specific improvements needed to reach 10/10.

The Seven Principles of Influence

1. Reciprocity

Core concept: People feel obligated to give back to those who have given to them first.

Why it works: Humans are wired to avoid being indebted — the obligation to repay can overpower personal preference, and the return favor often exceeds the original gift.