The 'Godfather of Influence' has a new way to be more persuasive

Famed for creating the Six Universal Principles of Influence, persuasion expert Robert Cialdini has now added a seventh rule: Unity, to which he devotes a 73-page chapter in the revised, expanded edition of his 5 million-copy bestseller, “Influence: The Psychology of Persuasion.”

In this story published May 10, 2021, on Think Advisor:

One of two major reasons is that in the literature of persuasion science, studies show how powerful the [concept of] unity can be in changing people from being hesitant or resistant in a situation to being compliant.


Robert Cialdini, Regents’ Professor Emeritus of psychology and marketing




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