Dr. Cialdini’s Influence has been instrumental in understanding the psychology of why people say yes and how to apply his finding to influence others to comply to requests. All fields of study are interested in the art of persuasion. Powerful influence is obvious in areas of hard sales and cold calling, however, Cialdini’s principals are valuable in the sport's management world as well. Sport's management involves boosting ticket sells, creating brand loyalty, developing corporate partnerships/sponsorships, maintaining personal relationships, etc., all areas that benefit from a strong understanding of persuasion. Sports managers are in the business of making requests and great sports managers get people to say yes. Dr. Cialdini discusses the six basic principles of influence, reciprocation, commitment and consistency, social proof, liking, authority, and scarcity. The conclusions of Influence are based on controlled, psychological research. “This fact allows the reader to feel confident that the book is not ‘pop’ psychology but represents work that is scientifically grounded” (p. ix). Principles of Influence Reciprocation The reciprocation principle is simple yet effective. People feel obligated to return a favor if a favor has been done first for them. “There is a general distaste for those who take and make no effort to give in return, we will often go to great lengths to avoid being considered a moocher, ingrate, or freeloader” (p. 22). Cialdini examined how reciprocation had been used in the merchandising field for years in the practice of free samples. In the supermarket, free samples are handed out to potential customers. The unknowing customer accepts the free sample, however, the free sample is a gift. “In true jujitsu fashion, a promoter who provides free samples can release the natural ?indenting force inherent in a gift, while innocently appearing to have only the intention to inform” (p. 28). In the sport marketing field the reciprocation principle is used often to help develop customer interest in a sport’s team or their products. Sport’s teams will give free tickets to youth camps, i.e. free Nuggets tickets to the children who participated in a youth basketball camp. The free tickets are designed to create some obligation for the family. The family that received free tickets may go to the game and then receive a follow up call or email asking if they enjoyed their experience and if they might also want to purchase family tickets to a future game. Not all families with buy tickets to a future game, however, may families will feel obligated to purchase team merchandise at the game because they received the free tickets. Commitment and Consistency The commitment and consistency principle directs hu