The Psychology of Persuasion
A well-known principle of human behavior says that when we ask someone to do us a favor we will be more successful if we provide a reason. People simply like to have reasons for what they do. Another consequence of the rule, however, is an obligation to make a concession to someone who has made a concession to us. the principle of social proof. It states that one means we use to determine what is correct is to
Robert Beno Cialdini (born April 27, 1945) is the Regents' Professor Emeritus of Psychology and Marketing at Arizona State University and was a visiting professor of marketing, business and psychology at Stanford University, as well as at the University of California at Santa Cruz.