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Influence: The Psychology of Persuasion, Revised Edition Revised Edition
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Influence should be required reading for all business majors. (Journal of Retailing)
This book will strike chords deep in the hearts and psyches of all of us. (Best Sellers Magazine)
The material in Cialdini’s Influence is a proverbial gold mine. (Journal of Social and Clinical Psychology)
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Top Customer Reviews
Cialdini believes that influence is a science. This idea attracted me. As a rhetorician, I have always thought of persuasion as more of an art. Cialdini, however, makes a first-rate case for the science point of view. But maybe most importantly, he makes his case in a well-written, intelligent, and entertaining manner. Not only is this an important book to read, it is a fun book to read too.
He introduces you to six principles of ethical persuasion: reciprocity, scarcity, liking, authority, social proof, and commitment/consistency. A chapter is devoted to each and you quickly see why Cialdini looks at influence as a science. Each principle is backed by social scientific testing and restesting. Each chapter is also filled with interesting examples that help you see how each principle can be applied. By the end of the book, I had little doubt that these are six important dimensions of human interaction.
I highly recommend this book to all professionals. It does not matter if you are a manager, sales person, pastor, or non-profit volunteer. The ideas in this book, once applied, will make it easier for you to accomplish your goals. In a video featuring the author, Professor Cialdini even goes so far as to promise that these principles can help you influence the most resistant of all audiences--your children.
With a claim like that, who wouldn't be intrigued?
My advice is to read this sooner rather than later. You will be quite glad you did.
Influence, the book, is very useful in this regard, because it uses interesting examples to help us be aware of our own tendency to let automatic pilot thinking take over.
Since I first read this book many years ago, I have been watching to see if the circumstances I see support or invalidate Professor Cialdini's points. By a margin of about 9 to 1, Cialdini wins.
Given that we are easily manipulated by our desire to be and to appear to be consistent with our past actions and statements, swayed by what the crowd is doing, and various other mechanisms, the only way we can be armed against unscrupulous marketing is to be as aware of these factors are the marketers are.
At the same time, I appreciated how the book explores the ethics of when and how much to apply these principles. Without this discussion, the book would come off like Machiavelli's, The Prince, for marketing organizations. That would have been a shame. By dealing with the ethics, Professor Cialdini creates the opportunity to educate us intellectually and morally. Well done!
I have read literally dozens of books about marketing and selling, and I find this one to be the most helpful in thinking about how influence actually works. Even if you will never work in marketing, you will benefit from reading this book in order to better focus your purchases and actions where they fit your needs rather than someone else's.
Most Recent Customer Reviews
Do you want to know why Trump is winning? Want to know why people make counter-intuitive decisions? Read morePublished 2 days ago by David Lowe
Any one who is in sales needs to read this book, because it will give you so much insight. Even if you have been in a position of influence for years it will give you fresh ideas.Published 4 days ago by Jake
This book is both highly informative and also very entertaining. This book is worth reading multiple times.Published 4 days ago by Seth
A very nice and easy to read book. Infact after I picked it up over the weekend, it got quite difficult to let it go. Read morePublished 6 days ago by Munjal
It should be recommended reading for 5th grade students! This book is amazing and the information learned has helped me through life, since my Psychology days at ASU 25 years... Read morePublished 10 days ago by bill jackson
Enjoyed this book.. Just a few short topics where the offers goes deep on a few ways we can tricked, persuaded and cajoled. Read morePublished 12 days ago by J. Ramirez
I read this for personal gain, but would also be great for anybody sales or marketing. This knowledge is useful in just about any facet of life.Published 14 days ago by Michael