As humans, we tend to rely on shortcuts that help make our decisions easier. But, by learning the six psychological principles of reciprocation, scarcity, consistency, social proof, liking, and authority, we can have a deeper insight into how we handle persuasion on an everyday basis and get to the root of our decisions.
About the Author
Robert B. Cialdini is the Regents Professor Emeritus of Psychology and Marketing at Arizona State University and worked as the visitor professor of marketing, business, and psychology at Stanford University as well as University of Santa Cruz. He graduated from the University of Wisconsin - Milwaukee. He earned a Ph.D in Social Psychology at the University of North Carolina in 1970. He Is best known for his book Influence: The Psychology of Persuasion. The book was based on his three “undercover” years applying for and training at user car dealership, fund-raising organizations, and telemarketing firms to observe real-life persuasion situations. The book was a bestseller on The New York Times Bestseller List.