Pre-Suasion
Categories: Business & Money
In this 2016 follow-up to Influence, psychologist Robert Cialdini argues that what persuades people is often not the message itself but the moment just before it is delivered. Cialdini explains how communicators can prepare an audience to be receptive by directing its attention to certain ideas first, changing not just minds but states of mind. He draws on experiments and real-world examples, and introduces a seventh principle of influence, unity, the sense of shared identity that makes people more open to others.