Cialdini raamat
Each of these categories is governed by a fundamental psycholog-
ical principle that directs human behavior and, in so doing, gives the tactics
their power. This book is organized around these six principles. The principles-
reciprocation, consistency, social proof, liking, authority, and scarcity-are each
discussed in terms of their function in the society and in terms of how their enor-
mous force can be commissioned by a compliance professional who deftly incor-
porates them into requests for purchases, donations, concessions, votes, or assent. '
Finally, each principle is examined as to its ability to produce a distinct kind of
automatic, mindless compliance from people, that is, a willingness to say yes with-
out thinking first. The evidence suggests that the ever-accelerating pace and infor-
mational crush of modern life will make this particular form of unthinking
compliance more and more prevalent in the future
annaabi.ee 
