There is perhaps no better demonstration for the separation of how we wish to act versus how we are subconsciously influenced to act than Robert Cialdini’s methods, discussed in his seminal 1984 book Influence: The Psychology of Persuasion.

Cialdini discussed six weapons of mass influence that underlie many of our actions and subtly persuade us in a certain direction. The book in general stemmed from his desire to understand the techniques of salespeople and how they were able to persuade people to act against their best interests and purchase things they didn’t need. In truth, these six weapons touch on fundamental human needs, desires, and predispositions and can be applied far more widely than just in advertising or sales.

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