The Neuropsychology of Persuasion: 6 Shortcuts to Winning Someone Over

Persuasion

In our increasingly overloaded lives today we need shortcuts, or rules of thumb, to guide our decision-making. So says Big Think expert Robert Cialdini, professor of marketing and psychology at Arizona State University

Cialdini’s research is based on six fundamental principles of human influence: reciprocity, scarcity, authority, consistency, liking and consensus. Cialdini says that if these principles are employed in an ethical manner, they can significantly increase the chances that someone will be persuaded by your request.

These shortcuts are explained in the video animation here:

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