What gets us to buy? Influence: Science & Persuasion is a book written by Robert Cialdini on the psychology of buying (or compliance). Despite being written for the every man or every women as a defense against marketing techniques, the book has ironically been adopted as an important work by marketers. Influence includes a diverse array of examples and studies, many of which we encounter very regularly in our lives. It’s a easy and highly relevant read, that is both approachable and eye-opening from an a day to day and macro point of view. In this article, I’ll be breaking down and covering how these sales tactics work specifically in the tea world. There are six key principles covered in the book.. (more…)