When it comes to psychology of influence and persuasion, author Cialdini is the go-to person on the subject.

Apart from being an academic scholar who carried out many experiments over the course of his career, he spent 3 years in-field, researching on his book “Influence”.

We’re engulfed in a world of consumerism and our markets thrive on mass purchases of objects that are neither necessities nor luxuries but still manage to find their way into our homes.

Why does that happen?

Cialdini explores how our brains are wired to respond in certain ways without reason or logic, in certain situations.

In his book, he lays down 6 universal principles on persuasion and tells the reader how to use them to become a skilled persuader and also how to defend oneself against one.

It is a must-read for people in all walks of life.

Credits: Visakan on Twitter

TO DO: Read Influence by Robert Cialdini.

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