By Sorhan Karimloo, TAMU eSociety Book Club
Influence: The Psychology of Persuasion is highly recommended and essential for anyone interested in changing minds. We often don’t realize that our attitude toward events has been influenced by a number of external factors without our conscious awareness. A vast body of scientific suggestion now exists on how, when, and why people say yes to influence attempts. In this book, Robert Cialdini describes six universal principles that influence our behavior:
Reciprocity: If I do something for you then you must do what I ask of you.
Scarcity: People find objects and opportunities more attractive to the degree that they are scarce, rare, or dwindling in availability. If I can’t have it, I want it.
Liking: People prefer to say yes to those they know and like.
Authority: People are more willing to follow the directions or recommendations of a person to whom…
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