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The psychology of persuasion, part 2: Social proof

Updated: Jul 20, 2023

Now for the second in our six-part video series based on Robert Cialdini’s famous book, Influence: The Psychology of Persuasion.


Last time Robin introduced the rule of reciprocation — the idea that if you offer people something, they feel obliged to give you something back in return.


In this video, he looks at social proof, or the tendency people have to base the way they behave on how other people (especially their peers) are behaving.


View the full series here


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