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Influence: Science and Practice (5th Edition) Paperback – August 8, 2008
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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:
“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.
Top customer reviews
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In reply to the few one star reviews...It has been stated in the uncharitable reviews, that the entire content of the book could have been written in a few pages. I agree, at first look, this would seem true. The Harvard Business Review article "Harnessing the Science of Persuasion" by Cialdini, from their October 2001 issue....is a good example. You can even get the Six Principles from the books Table Of Contents...save yourself some time.
But sales ideas have to not just be listed....not just explained...they have to be sold. Examples have to be given, Principles have to be
explained...we need proof. And you need the entire book to do that. The people who read a short article by the author, maybe read the
ideas...but nothing else happens. Salespeople are changed by the content of this book, like with all great sales books. For salespeople to benefit from a sales book, the ideas have to be explained, understood, proven, accepted, and made real. This book does that.
I own perhaps 2,000 books on the subject of selling. This is certainly in the top 5.
1. Reciprocity – People tend to return a favor, thus the pervasiveness of free samples in marketing. In his conferences, he often uses the example of Ethiopia providing thousands of dollars in humanitarian aid to Mexico just after the 1985 earthquake, despite Ethiopia suffering from a crippling famine and civil war at the time. Ethiopia had been reciprocating for the diplomatic support Mexico provided when Italy invaded Ethiopia in 1935. The good cop/bad cop strategy is also based on this principle.
2. Commitment and consistency – If people commit, orally or in writing, to an idea or goal, they are more likely to honor that commitment because of establishing that idea or goal as being congruent with their self-image. Even if the original incentive or motivation is removed after they have already agreed, they will continue to honor the agreement. Cialdini notes Chinese brainwashing of American prisoners of war to rewrite their self-image and gain automatic unenforced compliance. Another example is children being made to repeat the Pledge of Allegiance each morning and why marketers make you close popups by saying “I’ll sign up later” or "No thanks, I prefer not making money”.
3. Social proof – People will do things that they see other people are doing. For example, in one experiment, one or more confederates would look up into the sky; bystanders would then look up into the sky to see what they were seeing. At one point this experiment aborted, as so many people were looking up that they stopped traffic. See conformity, and the Asch conformity experiments.
4. Authority – People will tend to obey authority figures, even if they are asked to perform objectionable acts. Cialdini cites incidents such as the Milgram experiments in the early 1960s and the My Lai massacre.
5. Liking – People are easily persuaded by other people that they like. Cialdini cites the marketing of Tupperware in what might now be called viral marketing. People were more likely to buy if they liked the person selling it to them. Some of the many biases favoring more attractive people are discussed. See physical attractiveness stereotype.
6. Scarcity – Perceived scarcity will generate demand. For example, saying offers are available for a "limited time only" encourages sales.
The trick is that as the world gets more complex, these 6 things also provide us with social shortcuts, to keep on the straight and narrow with minimal effort. But this means we have to be vigilant - to make sure we are not being taken advantage of. He notes that we often get that funny feeling in the pit our stomach when we are being manipulated against our will, and he suggests using that feeling/intuition to our advantage - to recognize when we are at risk. One of the things I love about this book is that Cialdini himself is the first to admit that even with all he knows, even he was and is not immune, and he provides some very funny examples to show how he personally has been taken advantage of.
This really is a must read book. In the same vein, the last thing on his list is a one sentence course on persuasion - the sentence being, "People will do anything for those who encourage their dreams, justify their failures, allay their fears, confirm their suspicions, and help them throw rocks at their enemies."
I think one of the most amazing examples in his book concerns well publicized suicides, as there are not just the expected copy cat suicides, but also up to 10X more fatal aircraft and automobile crashes. It's amazing how little it takes to establish a new subconscious social norm. Our lizard brain betrays us more often than we might think.
I picked the book up because it was recommended by a successful business owner who indicated that in building her business model, marketing strategy, and designing her website she used the principles in this book and found them to be very effective.
Insightful with good breakdowns of each principle and great examples. He even explains how a consumer can act against their natural and automated response to some of these triggers, which, for a business person, provides research into how to overcome rebuttals.
Could be that he wrote this book for the consumer, so they understood how they are being manipulated and how to overcome it...or could be that he geniusly manipulated us into believing it was in advocacy of the consumer when it's really for the business owner, heh heh. Either way, good read.
Most recent customer reviews
I enjoyed reading Roberts book. Now I understand why they call it a "Classic" and "A Must Read".Read more