Leading social psychologist Dr. Robert Cialdini has for many years worked in the field of influence, looking at persuasion, compliance and negotiation. He has discovered that by applying the knowledge and methods of behavioural scientists, it is possible to identify a set of human drives and tendencies related to persuasion. These render the outcomes of influencing scenarios predictable in a reliable way. He has distilled this knowledge into a set of six fundamental principles of persuasion.
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