Tuesday, February 5, 2013

Dr. Robert Cialdini on Influence and the Science of Persuasion

Dr. Robert Cialdini is the author of "Influence: The Psychology of Persuasion" which presents his 6 key principles of influence: 1) reciprocity, 2) commitment and consistency, 3) social proof, 4) authority, 5) liking and 6) scarcity. He is a well regarding expert in this field. Noteworthy testimonials of his work include Berkshire Hathaway's Charlie Munger: "Robert Cialdini has had a greater impact on my thinking on this topic than any other scientist… and  demonstrates six or eight ways in which the quirks of your own mind will frequently prove dysfunctional to your best interests.”

The following 12 minute video provides an introduction to Cialdini's thinking (it takes about 15 seconds before the audio track starts).

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