Influence Psychology Framework Apply six decades of persuasion science — Cialdini's research into why people say "yes" — to product, copy, and sales, ethically. Core Principle People don't make decisions rationally — they use mental shortcuts (heuristics) that can be triggered to influence behavior. These shortcuts evolved because they're usually reliable, but they can also be exploited. Understanding them lets you design products, messaging, and experiences that align with how people actually decide. Scoring Goal: 10/10. When reviewing or creating persuasive elements (features, copy, flows,…