Companies often leverage the principles of persuasion—reciprocity, scarcity, authority, consistency, liking, and consensus—when communicating with customers. They also focus on the moment before delivering a message, what researcher Robert Cialdini calls pre-suasion. What the person sees, hears, or feels before getting a message about a product or service can influence how they receive it, and companies can aim to make sure their audience is primed correctly.