Research by Professor Emeritus of Marketing Robert Cialdini in a presentation given at the American Psychological Association’s Washington, D.C., headquarters in August outlines six key principles of persuasion that can be found in a number of settings, including marketing and purchasing.
According to this post in CNN on Aug. 4, 2017:
“We’ve always thought of successful persuasion as an art — something that people are born with, a natural gift of saying just the right thing at just the right time,” said [Robert] Cialdini, professor emeritus of psychology and marketing at Arizona State University. “That’s true, but what we haven’t recognized traditionally is that it’s also a science. It’s something that can be taught and learned.”