The Science of Ethical Persuasion: Building Trust Without Manipulation with Patrick van der Burght

In this episode of Healthy Mind, Healthy Life, host Avik Chakraborty sits down with Patrick van der Burght, persuasion expert and founding member of the Cialdini Institute, to explore the science of ethical influence. From workplace negotiations to everyday decision-making, persuasion plays a vital role in our lives—but it doesn’t have to rely on manipulation. Patrick shares practical insights on the 7 universal principles of persuasion, how to spot when influence crosses into unethical territory, and why understanding human decision-making is crucial in today’s distraction-filled world. This conversation offers listeners a clear framework to use persuasion responsibly while reducing stress, building stronger relationships, and creating long-term success.

About the Guest :

Patrick van der Burght is an international keynote speaker, trainer, and persuasion strategist. As a business partner of Dr. Robert Cialdini—the world-renowned author of Influence—Patrick has been teaching ethical persuasion since 2000. He is the author of How to Hear YES More Often and leads workshops and programs worldwide that help professionals communicate with integrity, avoid manipulative tactics, and leverage science-backed persuasion for lasting impact.

Key Takeaways:

• Persuasion can be used ethically or unethically—science shows unethical tactics deliver only short-term wins but damage trust long-term.

• The three ethical filter questions: Are you telling the truth? Is the information naturally there (not exaggerated)? Is the request wise for both sides?

• Seven principles of persuasion—Reciprocity, Liking, Unity, Social Proof, Authority, Consistency, and Scarcity—work across all cultures and contexts.

• Scarcity is the most misused principle online; knowing how it works protects us from manipulation.

• Decision-making is mostly subconscious: 95% of decisions are made by System 1 (shortcuts), not System 2 (logic). This makes persuasion science more relevant than ever.

• Ethical persuasion creates stronger relationships, lowers stress, and builds trust in business and personal life.

• Products and ideas don’t always “speak for themselves.” Without effective communication, uncertainty leads people to decide not to decide.

Connect with the Guest

Website: ethicalpersuasion.com.au
LinkedIn: Patrick van der Burght (searchable profile)
Free eBook + 7-Day Influence Challenge available on his site
Download free resources directly from the site—no email required—or join the 7-Day Influence Challenge.

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Disclaimer

This video is for educational and informational purposes only. The views expressed are the personal opinions of the guest and do not reflect the views of the host or Healthy Mind By Avik™️. We do not intend to harm, defame, or discredit any person, organization, brand, product, country, or profession mentioned. All third-party media used remain the property of their respective owners and are used under fair use for informational purposes. By watching, you acknowledge and accept this disclaimer.

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