This document summarizes Robert Cialdini's research on fixed action patterns and how marketers can leverage these hardwired behaviors to influence consumer purchases. It identifies six key fixed action patterns - authority, reciprocity, scarcity, commitment/consistency, social proof, and liking - and provides examples of marketing tactics aligned with each pattern, such as using symbols of authority to build trust or creating a sense of scarcity to drive demand. The overall message is that understanding human fixed action patterns allows marketers to unconsciously influence consumer behavior.