- Paperback: 262 pages
- Publisher: Allyn & Bacon; 4 edition (July 9, 2000)
- Language: English
- ISBN-10: 0321011473
- ISBN-13: 978-0321011473
- Product Dimensions: 6 x 0.6 x 9 inches
- Shipping Weight: 12.8 ounces (View shipping rates and policies)
- Average Customer Review: 4.6 out of 5 stars See all reviews (397 customer reviews)
- Amazon Best Sellers Rank: #314,715 in Books (See Top 100 in Books)
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Influence: Science and Practice (4th Edition) 4th Edition
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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 Publisher
Engaging writing style with amusing anecdotes.
Includes citations from both recent and classic research.
Describes how to resist unwanted influence attempts.
Well known and influential author speaks frequently on The Power of Ethical Influence to such organizations as IBM, the Mayo Clinic, and NATO.
NEW TO THIS EDITION:
New reports from readers illustrate how a principle has worked on or for them.
Additional examples from current events illustrate psychological research, such as holiday gift crazes for Beanie Babies, Furbies, and Pokemon; the Columbine High School shootings; and the FBI's decision to attack Branch Davidian headquarters in Waco, Texas.
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Top Customer Reviews
The book has 6 different concepts and it goes into the psychology of each (at a high level), some examples of it, and a few testimonials from readers. It was a quick read and held my attention throughout.
As a side note, in case you are comparing editions. The "Influence Science and Practice" seems to be the most recent version. The "Influence psychology of persuasion" book looks like the same book with an earlier copyright. Skimming through the chapters of both they look like the exact same text, so you probably don't need both.
Persuasive speaking is an important part of what I do and I am very successful at it. The ability to persuade others has been very hard to pass on to employees and other speakers who have asked me how I do it. This book allowed me to look at what I do and see how I can transfer that ability to others. It has also helped me see some of the tricks of persuasion that snare the unwary and how they are used by unscrupulous people.
Cialdini not only makes his case by carefully presenting the techniques and the experiments on which they are based, but also details how they are used and how you can use them. For each technique he also indicates how to know when it is being used against you and how to resist the influence.
A highly recommended book and one of the best on this subject, Cialdini's work is often quoted in other books on influence and persuasion.
"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.
Most Recent Customer Reviews
This book is very dated as its references make clear and while it does...Read more