Identifies and explains six universal principles of social influence — reciprocity, commitment and consistency, social proof, authority, liking, and scarcity. One of the most cited books in marketing, sales, and behavioural science.
Provided a scientific taxonomy of influence that unified previously disparate observations from psychology; made compliance research accessible and actionable; became foundational to marketing, negotiation, and UX design practice.
No conceptual lineage found.
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