references/canon/cialdini.md

# Cialdini

## Principle

Certain social and decision cues can affect behavior, but they should be applied transparently, with real evidence, and in service of a clearer decision.

## Use when

- A buyer faces uncertainty, risk, choice overload, or weak social evidence.
- The team wants to understand why a truthful proof cue or commitment mechanism could matter.

## Do not over-apply

- Do not treat influence principles as guaranteed conversion hacks.
- Do not fabricate scarcity, authority, consensus, or reciprocity.
- Do not use dark patterns or hidden coercion.

## Decision questions

- What uncertainty or friction is preventing action?
- Is the proposed cue truthful and relevant?
- Would the customer still consider the choice fair if the mechanism were explained?
- What evidence would show the cue actually matters here?

## Counterweight

Fix product, offer, clarity, or operational friction before adding persuasion devices.

## Sources

- `source:cialdini-influence`