How do you get a person to buy a product or service? Psychology holds answers to questions that have preoccupied marketing departments for decades, particularly surrounding how to influence people and how people respond to attempts to influence their behaviors.
"Persuasion is no longer just an art, it's an out-and-out science," said Robert Cialdini, professor emeritus of psychology and marketing at Arizona State University, at the 125th Annual Convention of the American Psychological Association. "Indeed, a vast body of scientific evidence now exists on how, when and why people say yes to influence attempts."
Cialdini has synthesized years of research on social influence into six universal principles for understanding attempts to influence
Read Original : The Science of Persuasion: How to Influence Consumer Choice