Influence: Science and Practice 5th Edition
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“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.
- Lexile Measure : 1220L
- Item Weight : 12.7 ounces
- Paperback : 260 pages
- ISBN-13 : 978-0205609994
- ISBN-10 : 9780205609994
- Product Dimensions : 8.9 x 6 x 0.6 inches
- Publisher : Allyn and Bacon; 5th Edition (July 29, 2008)
- Language: : English
- ASIN : 0205609996
- Best Sellers Rank: #19,266 in Books (See Top 100 in Books)
- Customer Reviews:
Top reviews from the United States
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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!
This book is organized around the 6 psychological principles that direct human behavior and give these techniques their power: reciprocation, consistency, social proof, liking, authority, and scarcity. Although this book may have been written to engage the popular reader, the conclusions that the author, a psychology professor at Arizona State University, reaches are based on controlled, psychological research. As Cialdini entertainingly walks the reader through what he learned during his 3-year period of participant observation that served as input to this book, in my opinion although he is both successful at instruction as well as keeping the reader engaged, as with many texts the reader will need to extrapolate in order to apply personally, especially if what is sought is application to the workplace.
Judging by the location of dog ears that were left behind after my reading of this text, the portions I especially appreciated are the first chapter, "Weapons of Influence", the last chapter, "Instant Influence: Primitive Consent for an Automatic Age", and the many sidebars throughout the body of what the author provides called "Reader's Reports". In fact, it turns out that the author has found that the "Readers's Reports" are one of the most popular aspects among readers, and in my opinion these are similar to the "Letters to the Editor" one might find in a newspaper or magazine: people writing in to the author to share how the principles and techniques that are presented in this text have been encountered in the real world. Fascinating lessons learned rooted in science. Recommended reading.