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May 10, 2024

Robert Cialdini’s six key principles

Robert Cialdini is a leading researcher in the field of persuasion. He authored the book Influence in which he outlines 6 key principles of persuasion and anecdotes to demonstrate each. The 6 key principles that Cialdini identified are reciprocity, scarcity, authority, consistency, liking, and consensus. Read Cialdini’s official website (or watch the video version) to get more details on each of these principles.

video: https://youtu.be/cFdCzN7RYbw

Respond to the following prompts:

Provide one example of a commercial or marketing technique that uses one of these persuasion principles.

Identify which principle is used.

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