Dr. Cialdini’s keynote session at APA 2021 discusses how to further “up” your persuasion game, even before you’ve launched your pitch. What exactly is pre-suasion? Cialdini: It’s what occurs in the moment before your message is sent that inclines people to say ‘yes’ to it, even though they have not yet experienced it. You arrange to change the mindset of the people who will receive your message before they do, so that it’s aligned with your message. Then they’ll be ready for it in a way that research shows leads to more assent.
Dr. Durnell teaches at Johns Hopkins Carey Business School, the topic of Consumer Behavior, which focuses on consumers’ decision making based on theoretical and empirical findings from psychology, anthropology, and sociology and includes engagement, emotions, and social influences. Also explored is consumer behavior analysis on marketing strategies, market segmentation/positioning, brand loyalty, the persuasion process, and promotion. Ethical and moral motivations and the impact on social change are discussed.