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Surprise! Cialdini Adds 7th Principle, Unity

See on Scoop.itBounded Rationality and Beyond

Robert Cialdini’s six principles of influence have been memorized by marketers for 30 years. Now, he has added a seventh – Unity.Two years ago, I spoke to Dr. Robert Cialdini, the “godfather” of persuasion science and the creator of the celebrated Six Principles of Influence. I asked him if, thirty years after completing his seminal book, Influence, he’d add on another one or two. He declined, saying that while there were many influence techniques, the important ones mostly fit into his original six. (Check out our 2014 conversation for some great persuasion insights.) robert cialdiniNow, things have changed. Cialdini has written a new, major book, Pre-Suasion: A Revolutionary Way to Influence and Persuade. In it, he acknowledges that one more influence technique rises to the level of being a major principle. He writes,

See on neurosciencemarketing.com



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