Cialdini defines six “weapons of influence”: Reciprocity - People tend to return a favour. Thus, the pervasiveness of free samples in marketing. In his.

RobeRt Cialdini, considered the leading social scientist in the field of influence, was initially drawn to the topic because he saw how.

Baumann, D. J., Cialdini, R. B., & Kenrick, D. T. (1983). Mood and sex differences in the development of altruism as hedonism. Academic Psychology Bulletin, 5, ...

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