The science of persuasion: How to influence consumer choice

Beware of crossing the line between influence and manipulation. (Image: macgyverhh / Shutterstock)

An understanding of the psychological factors that influence consumer behavior and decision making leads to better marketing strategies and boosts brand engagement. In an increasingly competitive market, leveraging your knowledge of consumer psychology will help you empower your customers, build relationships with them, and avoid making costly marketing mistakes. Robert Cialdini, professor emeritus of psychology and marketing at Arizona State University, has defined six universal principles that influence human behaviour, which Adam C. Uzialko shares here to help you attract, convince, and convert more customers.

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