Bernie Madoff bilked investors out of $50 billion in large part by employing the tactics Cialdini describes.

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Bernie Madoff used several of the tactics described by Robert Cialdini in his book "Influence: The Psychology of Persuasion," including social proof (presenting himself as a successful investor with a long list of satisfied clients) and authority (using his reputation as a former chairman of Nasdaq to gain trust). He also used scarcity, consistency, and liking to maintain his scheme.

Bernie Madoff Bilked Investors Out of $50 Billion in Large