“This book describes the techniques that ``influence professionals'' (salespeople, etc.) use to get us to agree to their requests. Cialdini describes six broad strategies: Reciprocity (do a favor first), Committment (e.g., get the mark to commit to a smaller action first), Social Proof (everybody else is doing it!), Liking (self explanatory), Authority (actors playing doctors in commercials), and Scarcity (let people think they're competing for a scarce resource). This book is valuable on two...”

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