The Science of Persuasion

Dr Robert Cialdini has described, and has used science to prove the efficacy of 6 principles or practices that we use for persuasion or influence. These principles are reciprocity, authority, scarcity, consensus, consistency, and liking. Used in an ethical way these principles will increase your influence or powers of persuasion. Cialdini's six principles of persuasion are detailed on YouTube. See the YouTube presentation.

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