Robert Cialdini's 1984 account of the six principles of influence (reciprocity, commitment/consistency, social proof, authority, liking, scarcity) — based on three years embedded in sales, advertising, and fundraising organizations — one of the most influential books ever written on persuasion.
Creates the first systematic scientific account of persuasion — Cialdini's six principles provide a complete and empirically validated taxonomy of the psychological triggers that move people to say yes.
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