The Power of Persuasion by Robert Chaldini

robert chaldini, author of the classic book influence, describes seven principles that essentially bewitch our rational minds and lead us to comply without a second thought. We 've already covered three of these levers, reciprocation, lacability and social proof. The remaining four are authority, scarcity, commitment and consistency and unity. Before we hear about them, let's get back to the cliff hanger chaldini left us with before the break, about the cuban missile crisis.