BOOK REVIEW: “PRE-SUASION: A Revolutionary Way to Influence and Persuade” by Robert Cialdini

October 16, 2016 Jenny Cheung

In 1984 Robert Cialdini published Influence – his classic work on persuasion. Influence gave us the now famous six principles that govern the science of influence: Reciprocity: The obligation to give back. Social Proof: The power of consensus, doing what we feel others are also doing. Liking: The obligations of friendship, or of being swayed by people you like. Consistency: […]

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