Introduction to Robert Cialdini (1:42 mins) Copy

Robert Cialdini published his book “Influence: The Psychology of Persuasion” in 1984. In it, he explores factors that affect the decisions that people make, particularly in relation to sales and purchasing. At the core of his work is the now well accepted idea that decision making is effortful, so individuals use a lot of unconscious decision making shortcuts when deciding what to do, how to behave or what action to take in any situation.