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Buy Me |
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Robert B. Cialdini, Influence: The Psychology
of Persuasion (Revised edition), Quill, NY, 1994
Originally published in 1984, this is an absolute classic on influence and
persuasion. Cialdini identifies six key principles by which we are heavily
influenced: Reciprocation, commitment/consistency, social proof,
liking, authority and scarcity. Highly readable and academically sound.
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