The Surprising Science Behind Influence and Persuasion

I’ve been vocal about my disdain on the latest panacea of how influence marketing is being sold online. While I believe influencers have great reach and some influence, I don’t believe that they have the power of persuasion independent of other factors. Influence marketing still requires a strategy beyond throwing some tickets at an influencer or getting a retweet. According to Dr. Robert B. Cialdini, author of Influence: Science and Practice (5th Edition), I may