Other Sellers on Amazon
Follow the Author
Influence: Science and Practice 5th Edition
Enhance your purchase
Influence: Science and Practice is an examination of the psychology of compliance (i.e. uncovering which factors cause a person to say “yes” to another's request).
Written in a narrative style combined with scholarly research, Cialdini combines evidence from experimental work with the techniques and strategies he gathered while working as a salesperson, fundraiser, advertiser, and in other positions inside organizations that commonly use compliance tactics to get us to say “yes.” Widely used in classes, as well as sold to people operating successfully in the business world, the eagerly awaited revision of Influence reminds the reader of the power of persuasion.
Cialdini organizes compliance techniques into six categories based on psychological principles that direct human behavior: reciprocation, consistency, social proof, liking, authority, and scarcity.
“This marvelous book explains in clear, practical language the ways in which we become persuaded. It offers excellent insights for those who sell, but even more importantly for all of us who negotiate and buy.” –ROGER FISHER, Director, Harvard Negotiation Project, Co-author of “Getting to Yes.”
“For marketers, it is among the most important books written in the last 10 years.” –JOURNAL OF MARKETING RESEARCH
“The best sales tip I ever got was encouragement to read INFLUENCE by Dr. Robert Cialdini. It was so profound and insightful, I read it three times in a row.” –GREG RENKER, President, Guthy-Renker
“It would be marvelous reading for students taking Social Psychology.” –DAVID MYERS, Hope College
“The book is tremendously entertaining and very popular with students. It makes excellent reading for a Consumer Behavior or Advertising class.” –ALAN J. RESNIK, Portland State University
“INFLUENCE should be required reading for all business majors.” –JOURNAL OF RETAILING
From the Back Cover
Over 1.5 million copies sold!
What factors cause someone to say yes? And which techniques most effectively use these factors to bring about such compliance? In his bestselling book, Robert Cialdini, former salesperson, fundraiser, and advertiser, and current professor of social psychology, examines the science and practice of persuasion and compliance. Praised for its enjoyable writing, practical suggestions, and scientifically documented content, prior editions have been widely read by business professionals, fundraisers, and those interested in psychology. The new edition includes:
• twice as many first hand accounts of how the book’s principles apply to business and personal lives;
• updated coverage of popular culture and new technology; and
• more on how compliance principles work in many cultures.
Here’s what people are saying about INFLUENCE: Science and Practice:
“This marvelous book explains in clear, practical language the ways in which we become persuaded. It offers excellent insights for those who sell, but even more importantly for all of us who negotiate and buy.”
–ROGER FISHER, Director, Harvard Negotiation Project, Co-author, Getting to Yes
“Bob Cialdini is the most brilliant student of influence and negotiation I’ve encountered. If everything were on the line in a negotiation, I can’t think of anyone I’d rather have advising me.”
–TOM PETERS, The Tom Peters Group
“This book is the de facto standard to learn the psychology of persuasion. If you don’t read it, I hope you enjoy pounding your head against the wall and throwing away marketing dollars.”
–GUY KAWASAKI, CEO, Garage.com
“His book should be in every sales and marketing person’s briefcase and reread frequently.”
–R. CRIAG WILSON, Sr. Vice President, Sales Manager, Northern Trust
Robert B. Cialdini is a well known and influential speaker who gives frequent speeches on The Power of Ethical Influence to such organizations as IBM, the Mayo Clinic, and NATO. He is currently Regents’ Professor of Psychology at Arizona State University, where he has also been named Graduate Distinguished Research Professor. He is past president of the Society of Personality and Social Psychology. He attributes his longstanding interest in the intricacies of social influence to the fact that he was raised in an entirely Italian family, in a predominantly Polish neighborhood, in a historically German city (Milwaukee), in an otherwise rural state.
- ASIN : 0205609996
- Publisher : Allyn and Bacon; 5th edition (July 29, 2008)
- Language : English
- Paperback : 260 pages
- ISBN-10 : 9780205609994
- ISBN-13 : 978-0205609994
- Lexile measure : 1220L
- Item Weight : 12.7 ounces
- Dimensions : 8.9 x 6 x 0.6 inches
- Best Sellers Rank: #23,502 in Books (See Top 100 in Books)
- Customer Reviews:
About the author
Reviews with images
Top reviews from the United States
There was a problem filtering reviews right now. Please try again later.
The book does a wonderful job of keeping the subject light despite that it is chock full of references to studies. There are even cartoons are scattered throughout the chapters. Pictures from real life also are mixed in. Included are "defenses" that are meant to help us avoid the pitfalls, but I'm not sure they'll be entirely helpful or not because I personally thought a lot of these tactics would be very obvious to me. Summaries of the chapters are included, which serve as good refreshers if it's been a while since you've read the book (and need to write an Amazon review :] ).
I think even anyone with a healthy dose of cynicism or business sense will read this and be surprised that these tactics work. One such example is of Detroit's Joe Girard, deemed greatest car salesman by Guinness Book of World Records for selling an average of 5 cars per day, who describes a technique he used: every month he sent a holiday greeting card (for Valentine's Day, Thanksgiving, whatever) to each of his 13,000 customers, with nothing but the words "I like you" and his signed name. (p.150) "Could a statement of liking so impersonal, obviously designed to sell cars, really work?: Joe Girard thought so, and a man as successful as he was at what he did deserves our attention." It was at least one of the techniques he used to earn himself hundreds of thousands of dollars per year as a car salesman.
There's only one bit I came across in this entire book that I disagreed with, and it was from the chapter on authority, in which the author claims that normally authority figures (specifically and namely included are politicians and doctors) have earned the right to have "the word" on subjects they speak on. Politicians? Ha! Doctors? Like the ones who vouched for smoking being healthy when cigarettes came out? Think again. Trust Us We're Experts: How Industry Manipulates Science and Gambles with Your Future Other than that one tiny bit that caught my eye, the rest of the book is very informative and even fun to read.
I'll leave you with one unbelievable example from the very beginning that tells how a shop owner accidentally relieved herself of the trouble of selling a certain variety of turquoise jewelry. She left a note instructing her employee to reduce them to 1/2 price. The employee misread and raised the price by 2 instead; the pieces sold almost immediately. This is due to the fact that people without better knowledge of a particular good will use the price alone to determine the quality or value of that good. This also worked for Chivas Regal Scotch Whiskey, which was a struggling brand until it's owners decided to raise its price substantially above its competitors!
"Influence" deals with the study of persuasion, compliance, and change - a subject that has application for every area of life. Cialdini presents the latest research on influence in a compelling way, clearly stating the 6 principles of influence and providing wonderful illustrations of each principle from advertising, psychology and other fields. If we understood these 6 principles better, we would be less subject to manipulation from others (for example, the manipulation to buy things we don't need or to buy more than we need). We might, in turn, also be able to understand how to influence others for good.
The 6 principles of influence are:
1. The Rule of Reciprocation: "We should try to repay in kind what another person has provided us."
2. Commitment and Consistency: "Once we make a choice or take a stand, we will encounter personal and interpersonal pressures to behave consistently with that commitment."
3. Social Proof: "We determine what is correct by finding out what other people think is correct."
4. Liking: "We most prefer to say yes to the requests of people we know and like."
5. Authority - we have a deep-seated sense of duty to authority
6. Scarcity - something is more valuable when it is less available
I find that in my own life, these 6 principles are remarkably powerful and have the ability to explain a lot of the behavior I observe as a father, teacher, and priest. We would all benefit from memorizing and mastering these six principles. They are simple but extremely powerful. My daughter read this book when she was 14 or 15, and I had to wrestle with her to get it back because she loved it so much! I only hope she doesn't begin using the principles against me!
One of the best parts of the book is the wonderful examples of each principle that Cialdini provides. An experiment to demonstrate the principle of authority, conducted by Stanley Milgram, is the classic example. In this experiment, two volunteers show up to help with an experiment, purportedly to test the effect of punishment on learning and memory. A researcher in a lab coat with a clipboard explains the experiment to the volunteers and that one is to take the role of the Teacher, who will administer increasingly higher levels of electric shock to the other volunteer, the Learner. Every time the Learner got a question incorrect, the Teacher was to administer a higher level of shock. However, the real experiment was to test how willing the Teacher was to administer pain to the innocent Learner, who was not really another volunteer but an actor pretending to be in increasing stages of pain. The results shocked everyone, for Milgram discovered that about two-thirds of the subjects were willing to administer the highest level of electric shock. The reason? Their deep-seated duty to authority.
Influence is filled with many such fascinating and useful examples of how our lives are influenced by others. I highly recommend the book to all readers, for influence is something common to us all, for good or for evil.
Top reviews from other countries
1/ Book presentation is quite bad. It is not a competition to put so much content in one page. Poor presentation is surprising on a book on persuasion!
2/ Overall it is very dry.
It is really a pity as content is very informative and examples are often entertaining. With a bit of editing work, I would have put 4 stars.
I went through the entire book and was happy when I finished it. I found out this book thanks to Scott Adams.