Harnessing the Science of Persuasion

On what is persuasion based? On what levers to lean to obtain the adhesion of others to our ideas, beyond intrinsic quality? Professor emeritus of psychology and marketing, Robert B. Cialdini reminds us that humans are social animals. Rational argumentation only represents a tiny part of what really influences them. The author lists six principles that are at the heart of human interactions: the principle of liking, the principle of reciprocity, the principle of social proof, the principle of authority, the principle of consistency, and the principle of scarcity. He demonstrates how they structure the way in which we receive the messages—and how leaders and managers can use them to develop their power of persuasion on a daily basis.

An article of reference by an expert on the topic.