![\"six](\"https:\/\/www.neurosciencemarketing.com\/wp-content\/uploads\/2023\/03\/seven-principles.png\")
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Nearly everyone in behavioral marketing and influence marketing was surprised when Dr. Robert Cialdini, the \u201cgodfather\u201d of persuasion science and the creator of the celebrated Six Principles of Influence,<\/strong>\u00a0introduced a seventh principle, Unity<\/strong>.<\/p>\n In fact, in 2014 I asked Cialdini if, thirty years after completing his seminal book, Influence<\/em>, he\u2019d add on another one or two. He declined, saying that while there were many influence techniques, the important ones mostly fit into his original six. (Check out our 2014 conversation<\/a> for some great persuasion insights.)<\/p>\n \u2026now I believe that there is a seventh universal principle that I had missed \u2013 not because some new cultural phenomenon or technological shift brought it to my attention but because it was hiding beneath the surface of my data all along.<\/p>\n<\/blockquote>\n [That sound you hear is the chorus of groans from all the marketing gurus who are going to had to re-do their PowerPoint slides, evergreen web content, etc. Cialdini himself may have to redo his wildly popular Science of Persuasion animated video<\/a>.]<\/p>\n What is Unity, Robert Cialdini’s 7th Principle? pic.twitter.com\/C47mJEd2Q1 <\/a><\/span>Share on X<\/a><\/span><\/p>\n With Unity, Cialdini is referring to a shared identity that both the influencer and influencee are part of. The more we perceive people are part of \u201cus,\u201d the more likely we are to be influenced by them. This fits with the entire theme of Pre-Suasion<\/em>, which is to create a favorable state of mind just before the actual persuasion effort occurs. Reminding someone of a shared identity makes you more persuasive.<\/p>\n What is Unity?<\/strong> In this video, Cialdini explains Unity in his own words:![\"\"](\"https:\/\/www.neurosciencemarketing.com\/wp-content\/uploads\/2023\/03\/robert-cialdini-head-138x150.jpg\")
Two years later, things changed. Cialdini has launched a new, major book, Pre-Suasion: A Revolutionary Way to Influence and Persuade<\/a><\/em><\/strong>. In it, he acknowledges that one more influence technique rises to the level of being a major principle. He writes,<\/p>\n\n
Unity: It\u2019s All About Us<\/h3>\n
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Unity is the bond formed by a shared identity. This identity can come from being part of a family or a close-knit team, but also can be based on race, ethnicity, nationality, religion, political affiliation, and other factors. The key distinction is that members of these groups feel \u201cat one\u201d with other members.<\/strong><\/p>\n<\/blockquote>\n