Robert Cialdini: “This study on 6,700 websites proved my principle!”

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Jan 19, 2026

In this engaging discussion, Robert Cialdini, a leading behavioral scientist and author of the classic book on persuasion, dives into fascinating insights from a groundbreaking study analyzing 6,700 websites. He reveals how simple tactics, like warm greetings and welcome messages, greatly enhance customer engagement and trust. Cialdini shares compelling examples of how likability boosts compliance and showcases the surprising effects of familiarity on our perceptions. Marketers will find his lessons on repeat exposure invaluable for driving conversions.

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INSIGHT

Likeability Boosts Trust And Compliance

We prefer to do business with people who like us and show approval.
Likeability makes someone seem more trustworthy and believable, increasing compliance.

ANECDOTE

Trader Joe's Hires For Friendliness

Trader Joe's trains staff to be personable and greet customers with a smile to signal approval.
Phill Agnew found videos and employee comments showing the chain hires for niceness and customer-first attitude.

ANECDOTE

Mints Increased Tips Dramatically

In the Sweetening the Till study, giving mints with the bill raised restaurant tips significantly.
A compliment-style extra mint increased tips by 23%, showing small gestures scale liking and payments.

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This study analysed 6,700 websites in an unprecedented A/B test.

The results proved something that Dr Robert Cialdini had been preaching for years.

Today, on Nudge, Robert Cialdini joins me again, covering another of his seven principles of persuasion.

And I share a marketing lesson that (I think) every business needs to know.

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Unlock the Nudge Vaults: https://www.nudgepodcast.com/vaults

See Agent Spark in action at gwi.com/spark

Read Cialdini’s bestseller Influence: https://amzn.to/4prHb7Y

Read the new and expanded Influence: https://amzn.to/43TY0jI

Read Pre-Suasion: https://amzn.to/48hA6Qr

Read Yes! (Containing 60 Psyc-Marketing Tips): https://amzn.to/48ddNNf

Join 10,189 readers of my newsletter: https://www.nudgepodcast.com/mailing-list

Connect on LinkedIn: https://www.linkedin.com/in/phill-agnew/

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Today’s sources:

Bell, T. [Taylor Bell]. (2025, February 13). Inside Trader Joe’s: The genius strategy behind its cult following (and low prices) [Video]. YouTube.

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