Cialdini raamat
professional, or aspiring professional, in a large variety of organizations dedicated
to getting us to say yes.
One aspect of what I learned in this three-year period of participant observa-
tion was most instructive. Although there are thousands of different tactics that
compliance practitioners employ to produce yes, the majority fall within six basic
categories. 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-
annaabi.ee 
