Look, this is exactly what you need to have in your life!Ĭialdini has identified six core principles that affect these decision making short cuts, particularly in relation to purchasing and consumption decisions. His work is an influential precursor to Nudge Theory, and it’s dark sibling, Sludge.Īt the core of his work is the now well accepted idea that decision making is effortful, so individuals use a lot of rules of thumb and decision making shortcuts (heuristics) when deciding what to do, how to behave or what action to take in any situation. In it, he explores factors that affect the decisions that people make, particularly in relation to sales and purchasing. Robert Cialdini published his book “ Influence: The Psychology of Persuasion” in 1984.
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