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Cialdini, Robert

Robert Cialdini is a psychologist renowned for his research on influence and persuasion. He identified six key principles that people often use to influence others: reciprocity (returning favors), commitment and consistency (sticking to promises), social proof (following others’ actions), authority (listening to experts), scarcity (valuing rare opportunities), and liking (being persuaded by people we like). His work helps us understand how influence works in everyday life, from marketing to personal interactions, allowing us to make more informed decisions and recognize when we're being persuaded.