Science of Persuasion

The Universal Principles of Persuasion and Influence

What plays a role in the process of making a decision?


Animation describing the Universal Principles of Persuasion based on the research of Dr. Robert Cialdini, Professor Emeritus of Psychology and Marketing, Arizona State University.

This video explains the factors that lead us to say YES.


There are 6 shortcuts that guide human behaviour:

1.) Reciprocity

2.) Scarcity

3.) Authority

4.) Consistency

5.) Liking

6.) Consensus



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