[The Knowledge Project Ep. #122] Robert Cialdini: The Principles of Persuasion

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Shane:  Before we dive in to the seven factors that make us more persuasive, can you explain the difference between influence and manipulation?

Robert: Yeah, and I think it has to do with those seven factors. Those are the things that lend themselves to ascent because they normally counsel people correctly to move in a particular direction. So for example, one of them is authority. If the experts are saying that something is a good idea, then we’re probably well advised to follow the authority influence. If a lot of people like us are moving in that direction, there’s a trend for it, that probably also lets us know that that’s a shortcut to making a good decision.