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",[],{"type":30,"text":868,"spans":869,"direction":33},"Met zijn achtergrond in de journalistiek interviewt Mart onze gedragsspecialisten over hun werk en begint hij bij de 'godfather' van gedragsverandering: Robert Cialdini. Deze Amerikaanse schrijver en hoogleraar bracht in 1984 het boek 'Invloed' uit, waarin hij zes principes van beïnvloeding uitlegt. ",[],{"type":30,"text":871,"spans":872,"direction":33},"Inmiddels is er een zevende aan toegevoegd in een vernieuwde versie uit 2021. De principes zijn: wederkerigheid, commitment en consistentie, sociale bewijskracht, sympathie, autoriteit, schaarste en eenheid.",[],{"type":30,"text":874,"spans":875,"direction":33},"Door velen wordt het boek van Cialdini in de jaren 80 gezien als het startschot van gedragsverandering. Daarom dat we dan ook hier onze ontdekkingstocht van het vak beginnen. 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