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Audio Interview

Unity as a lever of Influence: how to create and maintain trust in business

Published on August 5, 2021   28 min

Other Talks in the Playlist: Interviews with business leaders and scholars

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Interviewer: Today I am speaking to Dr. Robert Cialdini, Regents' Professor Emeritus of Psychology and marketing at Arizona State University. He is, of course, the author of 'Influence: the Psychology of Persuasion', now published in a new expanded edition with more than 220 additional pages, and a new seventh principle of unity. It's assumed that listeners have read the book. Dr. Cialdini, I want to ask you about the implications in business of your analysis, for the practice of the would-be persuader, the management of the persuader, the target of the persuader, and the management of targets of persuasion. We can take each in turn, but first, let me ask you about trust. For much of business, trust at some level is required. What establishes trust, what maintains trust, and how does the truster know that their trust is well-founded? I assume that your seven principles are relevant to the question. Dr. Cialdini: They are Neil, and let me take the perspective that I want to take throughout our interview, that is the perspective of a communicator who wants to create change, wants to create movement of an audience in his or her direction, and trust is central to that. How do we establish trust in the eyes of an audience, a recipient of our communication?
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Unity as a lever of Influence: how to create and maintain trust in business

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