Call it persuading, negotiating or convincing. Ethical influence is the foundation of successful leadership, management, sales, and customer service. Robert Cialdini has spent his career systematically studying the psychology of influence. In this video, he reveals what lies at the heart of his findings: the six principles of influence that form the basis of effective, persuasive appeals. These principles—reciprocation, scarcity, authority, commitment, liking, and consensus—may seem like the jargon of social scientists, but Cialdini brings them to life.