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.