Influence: Science and Practice 5th Edition

by Robert Cialdini (Author)

741 ratings

ISBN-13: 978-0205609994

ISBN-10: 9780205609994

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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.

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Editorial Reviews

Review

Here's what people are saying about the material in 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 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:

–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: #7,004 in Books (See Top 100 in Books)
- #2 in Business Marketing
- #2 in Business Sales (Books)
- #9 in Business Management (Books)

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741 ratings

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BookLover

One of the best marketing books out there

Reviewed in the United States on April 22, 2019

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I've read Influence several times throughout the years and it's impressive how relevant it remains. The writing is never too dry or academic (though certainly not lighthearted) and I would argue that it's one of the most important marketing books on the market. Influence is great for anyone in business, whether public relations, marketing or sales, but really for anyone that has to deal with people on a daily basis. The book is more about the psychology of influence, which helps you come up with your own strategies to do that. The book isn't a guide or a how-to but more about insight into why people are affected. I hope the author writes an update especially with social media being what it is. However, when you read the book, you will see exactly why social media is as popular as it is.

15 people found this helpful

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ADG

Great book on influence especially for consumers!

Reviewed in the United States on November 15, 2020

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I have read this book twice in both graduate level psychology and communication classes.
Influence: The Psychology of Persuasion
PROS:
1. I love this book and how it explains social influence: the psychology of persuasion to consumers.
2. This book explains how those trying to sell/market products easy influence / persuade you when you really don't want to.
3. EVERYONE should read this book to understand how psychological influence will cause you to purchase an item you don't want or need.
4. Plus, this will allow you NOT to get sucked in by manipulators trying to sell you something that you don't need or can't afford. (Great example was the vacuum someone sold my Mama)!
5. This is an easy read and should be read by everyone before heading to the mall or opening the door to salesman.
6. Chapters in the book (again, a very easy and fun read):
Persuasion Principles:
Principle 1: The Good Deal Principle
Principle 2: Reciprocity
Principle 3: Commitment and Consistency
Principle 4: Social Proof
Principle 5: Authority
Principle 6: Liking
Principle 7: Scarcity

THIS IS USED IN EVERYDAY LIFE!
IF YOU DON'T PURCHASE: AT LEAST CHECK OUT FROM LIBRARY AND READ!
HIGHLY RECOMMENDED TO EVERYONE TO UNDERSTAND THE PSYCHOLOGY OF INFLUENCE AND TO SAVE TIME AND MONEY!

Don't get influenced and fooled again!
Great book and read!

2 people found this helpful

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You Must Like This Book

Reviewed in the United States on July 26, 2011

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This topic is just fascinating - the hidden pushes and pulls that affect our decision making, even when we believe we are reasoning. One such example (p.146) is the 1974 Canadian study that found politicians who were more attractive got 2.5 times the number of votes. Despite the evidence of favoritism, 73% of Canadian voters denied "in the strongest possible terms" that their votes had been influenced by physical appearance; only 14% even admitted the possibility! (See the study by Efran & Patterson, 1976 and another by Budesheim & DePaola, 1994.)

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!

32 people found this helpful

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Nicholas Siegel

Not a sleazy salesman book

Reviewed in the United States on July 11, 2015

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Recently I took a course in applied social influence for my masters program for which this book was assigned and the instructor is formally trained by Dr. Cialdini. Going into the course, and prior to reading this book, I thought this would be the framework for "forcing people to do what you want", delightfully however this book provides quite the opposite. The principles described within the confines of the book are things that every person does on daily basis no matter your situation. The key benefit of learning the six principles Dr. Cialdini identifies is understanding how people are influenced and becoming more aware of how to use each principle in day to day life. These principles are intentionally simple and are ingrained in human behavior, not just those formally trained in influence. I would recommenced this book to anyone, not just business professionals. This book provides the framework for not just becoming better at the art of influence, but becoming a better communicator in general.

17 people found this helpful

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Schmidt

Sehr interessantes Buch - lange Lieferzeit

Reviewed in Germany on February 25, 2017

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Das Buch gibt einen sehr guten Einblick in die menschliche Denkweise. Die vielen plastischen Beispiele helfen das zu verstehen und zu verinnerlichen. Lieferzeit war über ein Monat und das Buch wurde fünf Tage später als versprochen geliefert. Der Händler bietet sehr rudimentäres Track & Trace an. Allerdings war der Preis dafür attratktiv.

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Davor

Excellent

Reviewed in Canada on February 23, 2019

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An oldie but a goodie.

One person found this helpful

Mahfuz Hassan

Really good book. Makes you aware of a lot of ...

Reviewed in Canada on August 21, 2015

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Really good book. Makes you aware of a lot of things, even if you don't actively use them yourself - helps you be aware of people using the same tactics against you. Very important skills to learn. I would highly recommend this book for everyone. It's written in an interesting way that makes you want to actually keep reading.

One person found this helpful

Gavin Radzick

Essential for sales and marketing

Reviewed in Canada on September 8, 2014

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If you are in the business of selling something or convincing others to take action, this book is invaluable. You will need to re-read it and make notes to get the full benefit of the book. Many internet gurus cite this book and it's easy to see why!

One person found this helpful

Ann

Books

Reviewed in Canada on January 28, 2019

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Great

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