Have I mentioned how much I love Dr. Robert Cialdini’s iconic book Influence: The Psychology of Persuasion? If I ever start believing that I’m unique or different or even a free thinker, Dr. Cialdini’s work has the power to smack me upside the head and remind me that, like you, I’m apparently just a little helpless sheep being compliantly led around by smart marketers.

Here’s a good example from the book: the six psychological shortcuts that guide our behaviour choices.  Continue reading →