Robert Cialdini

Robert Beno Cialdini (born April 27, 1945) is the Regents' Professor Emeritus of Psychology and Marketing at Arizona State University and was a visiting professor of marketing, business and psychology at Stanford University, as well as at the University of California at Santa Cruz. He is best known for his 1984 book on persuasion and marketing, Influence: The Psychology of Persuasion. It was based on three "undercover" years applying for and training at used car dealerships, fund-raising organizations, and telemarketing firms to observe real-life situations of persuasion. 

Influence: The Psychology of Persuasion

Your deceptively simple ‘yes’ means much more than you consciously realize. Oftentimes, our presumably thoughtful responses are automatic and prompted by one seemingly insignificant factor, word, or sound called a trigger feature. Though it’s nearly impossible to escape these mechanized reactions, recognizing how they work helps people avoid being manipulated in situations as diverse as shopping for clothes or allowing someone to skip the line. Professor of marketing and psychology Dr. Robert Cialdini explores the psychology of compliance employed within various industries, boiling his findings down to six essential practices and exposing the unconscious thinking which lies hidden beneath that one small, dangerous word. 

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