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Money Brain: The presidential election was Donald Trump’s to lose

How Donald Trump became the president-elect of the United States when most polls and conventional wisdom favored Democratic candidate Hillary Clinton is, and will be, a topic of endless debate.

For Robert Cialdini, the answer is straightforward: The 2016 presidential election was all about change, giving a competitive advantage to any candidate who reflected this mood. Trump not only was the messenger of a change-driven election — he was its marketer.

Cialdini, a social psychologist, is an expert on influence,particularly how consumers are persuaded to buy certain products, identify with certain types of people, and, yes, vote for certain politicians.

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