Роберт Чалдини

“Well, if it is your feeling that a fine set of encyclopedias is not right for you at this time, perhaps you could help me by giving me the names of some others who might wish to take advantage of our company’s great offer. What would be the names of some of these people you know?”

Those who don’t know how to get people to say yes soon fall away; those who do, stay and flourish

One aspect of what I learned in this three-year period of participant observation was most instructive. Although there are thousands of different tactics that compliance practitioners employ to produce yes, the majority fall within six basic categories

The book is organized around these six principles, one to a chapter. The principles—consistency, reciprocation, social proof, authority, liking, and scarcity

Finally, each principle is examined as to its ability to produce a distinct kind of automatic, mindless compliance from people, that is, a willingness to say yes without thinking first. The evidence suggests that the ever-accelerating pace and informational crush of modern life will make this particular form of unthinking compliance more and more prevalent in the future

My friend had attempted a couple of standard sales tricks to get them moving. She tried calling attention to them by shifting their location to a more central display area; no luck. She even told her sales staff to “push” the items hard, again without success

Finally, the night before leaving on an out-of-town buying trip, she scribbled an exasperated note to her head saleswoman, “Everything in this display case, price × ½,” hoping just to be rid of the offending pieces, even if at a loss. When she returned a few days later, she was not surprised to find that every article had been sold. She was shocked, though, to discover that, because the

But there is something odd about their method

For a mother turkey, a polecat is a natural enemy whose approach is to be greeted with squawking, pecking, clawing rage

Indeed, the experimenters found that even a stuffed model of a polecat, when drawn by a string toward a mother turkey, received an immediate and