The ability to persuade others is critical to success, whether you are selling cars or a new corporate strategy. Psychology and marketing Professor Robert Cialdini has examined the component parts of influence, in the lab and on the street. He has learned that persuasion is a science as well as an art. Today, Knowledge@W. P. Carey begins a six-part series that explores Cialdini's principles of persuasion. The first: the importance of liking the person you are trying to persuade.<br><br><a href='http://knowledge.wpcarey.asu.edu/index.cfm?fa=viewArticle&id=1335' target='_blank'>http://knowledge.wpcarey.asu.edu/index.cfm?fa=viewArticle&id=1335</a><br><br>