Where Brain Science and Marketing Meet

Surprise! Cialdini Adds 7th Principle, Unity

Two years ago, I spoke to Dr. Robert Cialdini, the "godfather" of persuasion science and the creator of the celebrated Six Principles of Influence. I asked him if, thirty years after completing his seminal book, Influence, he’d add on another one or two. He declined, saying that while there were many influence techniques, the important ones mostly…
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