The Psychology of Persuasion
Robert Cialdini, author of 'Influence: The Psychology of Persuasion' talks about: Which messages spur citizens to protect the environment?
Jan 25, 2007 at the Royal Society for the encouragement of Arts, Manufactures and Commerce (RSA)
Professor Robert Cialdini is the author of Influence: The Psychology of Persuasion, a book which has established itself as one of the most important publications on the subject of the psychology of persuasion.
The book was the result of a three – year programme of study into the reasons that people comply with requests in everyday settings. Yet it also provides a highly accessible guide to the subtle influences that drive behaviours and decisions in everyday life, from the size of a tip left in a restaurant to life and death decisions.
Professor Cialdini is now turning his attention to the subject of sustainability. How can cutting edge persuasion techniques be used to encourage environmental responsibility?
In this RSA lecture, Professor Cialdini delivers a presentation on his recent research into the successful use of social norms to promote pro-environmental action.
Labels: marketing and strategy
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