by Robert B. Cialdini

Why and how do people do the things that they do?  An incredible look at why people make decisions and how we are manipulated by our social conditioning.  Reading this book can prove useful for sales people, parents, social workers, etc.

More people are persuaded by others actions than by proof – this persuasion can be done by video, audio, writing, or even hearsay.  When proof is lacking, social acceptance will be proof enough.

People respond to authority even when it conflicts with common sense.  People are even willing to break the law if the example is set by an “authority” in proper attire (uniform, pinstripe suit, etc.).  To prevent being mislead by an authority, simply ask yourself “Do I…


My notes on this book can be downloaded in MS Word format from the blue “FILES box” located in the left side-bar of this blog. 


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