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Everyone quotes the seven principles of persuasion. This is the channel from the man who discovered them. Dr. Robert Cialdini is Regents' Professor Emeritus of Psychology and Marketing at Arizona State University, an elected member of the National Academy of Sciences, and the author of Influence and Pre-Suasion. Here he breaks down the science of ethical influence: what actually makes people say yes, why it works, and how to use it without manipulation. Short, research-backed explanations of the seven principles, reciprocity, liking, social proof, authority, scarcity, consistency and unity, plus the Small BIGs, the small changes that produce outsized results. Built for anyone in sales, leadership, marketing, negotiation or communication who would rather work from evidence than instinct. Subscribe for new videos on the science of saying yes. Find your influence score: assessment.cialdini.com Get certified: cialdini.com Find a licensed trainer: connect.cialdini.com/directory