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Robert B. Cialdini has been recognized as one of the most influential figures in the field of marketing, psychology, and social influence. He is famous for creating the concept of reciprocity which states that people are more likely to comply with requests if they are given something of equal or greater value in return. It has been used by many people in diverse fields such as politics, marketing, and law enforcement. His books have sold millions of copies and have been translated into 30 different languages. All of his books have been on the New York Times Best Sellers List for more than a year.

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