The study of social influence is probably one of the weirdest outcomes of war. It began almost 100 years ago with the propaganda, public information and persuasion programs of World War I, and has accelerated dramatically since World War II.

This presentation looks at the 6 major factors that influence compliance with a request and the impact of this research to marketers. (i.e. getting prospects to respond to an offer, come to a seminar, take a look at your web site, or even buy your product). It will provide a deeper understanding of why some accepted marketing practices work, and identify areas where minor adjustments could potentially improve your sales or campaign and results ... Be they external (look at my product), or internal (approve my budget) ... .