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Unpacking the Science Behind How We're Convinced and How to Use It Ethically As social creatures, we often seek shortcuts to navigate our complex world. Robert Cialdini examines these mental shortcuts and identifies six universal principles that influence our decision-making process.
Baker says that, "Many people conceive of their business dealings as spot market exchanges--value given for value received, period. Cialdini, author of "The Psychology of Persuasion" (William Morrow, 1993). The law of reciprocity is not what can best be described as "transactional reciprocity." Nothing more, nothing less.
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