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Robert B. Cialdini Quote

People seem to be more motivated by the thought of losing something than by the thought of gaining something of equal value.

Robert B. Cialdini

People seem to be more motivated by the thought of losing something than by the thought of gaining something of equal value.

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About Robert B. Cialdini

Robert Beno Cialdini (born April 27, 1945) is an American psychologist. He is the Regents' Professor Emeritus of Psychology and Marketing at Arizona State University and was a visiting professor of marketing, business and psychology at Stanford University.