They say Eve tempted Adam with an apple. But man I ain’t going for that.Pink Cadillac – Bruce SpringsteenAll through history, individuals have spent considerable effort attempting to influence the behaviors and beliefs of others. As a principal issue in psychology (Forgas & Williams, 2001), social influence processes have been the subject of inquiry for a considerable length of time (Sherif, 1936) while Peterson (2001) argued that the manner in which individuals manipulate others represents the very core of social psychology. Extensive reviews of the social influence literature (e.g. Cialdini & Trost, 1998; Forgas & Williams, 2001) elucidate its powerful role in virtually all work and non-work domains.

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