This Persuasion course covers the core principles of influence documented by prof. Robert Cialdini in his famous book “Influence: Science and Practice.” It goes into detail about the six core principles of influence we can use to impact most people’s decisions and behavior. According to prof. Robert Cialdini, these principles have been ingrained in the subconscious part of our minds and are our genetical heritage of humanity. Together, we will learn why recognizing and considering the principles of reciprocation, consistency, social proof, liking, scarcity, and authority can play a significant role in communication in a business and social environment.