"Social norms are primitive and elemental," says Dr. Robert Cialdini, author of Influence: The Psychology of Persuasion.

“社会规范是原始的、基本的。”《影响力：说服的心理学》的作者罗伯特·恰尔迪尼博士说。

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Check out a book called Influence, written by Robert Cialdini.

找找一本robert Cialdini写的书，书名叫《影响力》。

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According to psychologist Robert Cialdini, such ads probably encourage the very behaviors they aim to combat.

根据心理学家罗伯特·希尔德尼调查，这样的广告似乎会助长原本要阻止的行为。

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Social psychologist Robert Cialdini suggests that in some cases, businesses can actually increase their sales by raising prices.

FORBES: How Raising Prices Can Increase Your Sales

According to Robert Cialdini, Professor of Psychology and author of Influence: The Psychology of Persuasion, both situations demonstrate the power of active commitment.

FORBES: Persuading People to Keep Appointments

Many other companies adopted similar strategies, and the psychologist Robert Cialdini devotes an entire chapter of his classic book Influence to the creative and downright crafty ways in which scarcity has been used to move product.

FORBES: From McRibs To Maseratis: The Power Of Limited Access