Hello and welcome to Speaking of Psychology, a podcast produced by the American Psychological Association.

I'm your host, Audrey Hamilton.

In this episode, I talk with a psychologist about how marketers and even job seekers can use the six universal principles of persuasion to be successful

without being manipulative. So you see, very small changes in the way we communicate can produce

big differences because those small changes harness powerful psychological motivations inside us.

While psychologists have been able to uncover the subtle mechanics of persuasion,

we also discuss how influencers can use the principles ethically,

a tactic that will lead to more effective and longer-lasting behaviors.

Robert Chaldini has been the go-to psychology expert in marketing since his best-selling

book, Influence, The Psychology of Persuasion, was first published in 1984.

He is a regent professor emeritus of psychology and marketing at Arizona State University,

as well as CEO and president of the consulting company, Influence at Work, which focuses on ethical influence training.

He recently published a new book called Presuasion, A Revolutionary Way to Influence and Persuade.

Welcome, Dr. Chaldeenie. Thank you. Audrey. Good to be with you and your

listeners. All right. Well, let's first talk about the theory you're most associated with,

which is the six principles of persuasion. First of all, what are these six principles? Some of our

listeners may not be familiar with them. And can you give them a brief description of what they are?

Surely. The first is reciprocation, the idea that in all human societies, we are trained from

childhood that we must give back to those who have given to us first. And we have very nasty

names for people who don't play by those rules.

We call them moochers or takers or ingrates.

Nobody wants to be labeled like that.

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