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What is the best way to succeed in persuading your listeners? There is no one “correct” answer, but many experts have studied persuasion and observed what works and what doesn’t. Social psychologist Robert CialdiniCialdini, R. (1993). Influence. New York, NY: Quill. offers us six principles of persuasion that are powerful and effective: Reciprocity Scarcity Authority Commitment and consistency Consensus Liking