Influence: The Psychology of Persuasion, Revised Edition Revised Edition

by Robert B. Cialdini (Author)

1,915 customer reviews

ISBN-13: 978-0061241895

ISBN-10: 006124189X

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Influence, the classic book on persuasion, explains the psychology of why people say "yes"—and how to apply these understandings. Dr. Robert Cialdini is the seminal expert in the rapidly expanding field of influence and persuasion. His thirty-five years of rigorous, evidence-based research along with a three-year program of study on what moves people to change behavior has resulted in this highly acclaimed book.

You'll learn the six universal principles, how to use them to become a skilled persuader—and how to defend yourself against them. Perfect for people in all walks of life, the principles of Influence will move you toward profound personal change and act as a driving force for your success.

Influence: The Psychology of Persuasion, Revised Edition

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Editorial Reviews

Amazon.com Review

Arguably the best book ever on what is increasingly becoming the science of persuasion. Whether you're a mere consumer or someone weaving the web of persuasion to urge others to buy or vote for your product, this is an essential book for understanding the psychological foundations of marketing. Recommended. --This text refers to the Audio CD edition.

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For markters, this book is among the most important books written in the last ten years. (Journal of Mariketing Research)

Influence should be required reading for all business majors. (Journal of Retailing)

This book will strike chords deep in the hearts and psyches of all of us. (Best Sellers Magazine)

The material in Cialdini’s Influence is a proverbial gold mine. (Journal of Social and Clinical Psychology)

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Product details

Paperback: 336 pages
Publisher: Harper Business; Revised edition (December 26, 2006)
Language: English
ISBN-10: 006124189X
ISBN-13: 978-0061241895
Product Dimensions: 5.3 x 0.8 x 8 inches
Shipping Weight: 12 ounces (View shipping rates and policies)
Average Customer Review: 1,915 customer reviews
Amazon Best Sellers Rank: #387 in Books (See Top 100 in Books)
- #3 in Books > Business & Money > Marketing & Sales > Consumer Behavior
- #42 in Books > Self-Help > Success
- #45 in Books > Health, Fitness & Dieting > Psychology & Counseling

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Top customer reviews

To Anyone Reading One Of The One Star Reviews. This Book Is A New Classic.

ByClaude Whitacre authoron December 27, 2016

Format: PaperbackVerified Purchase

As an author of books on selling, I keep an eye out for the best books on sales and sales psychology. This book is a game changer.

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.

66 comments 178 people found this helpful. Was this review helpful to you?YesNo

Sobering description of subconscious influence

ByJohn L. Milleron January 4, 2014

Format: Kindle EditionVerified Purchase

Why can some people sell you something you don't want? Does a free 'gift' really convince you to donate money or buy something you didn't want? Does the order you're shown things of different expense affect how likely you are to buy them?

This book provides the answers in an entertaining way, along with many others. I was astonished to see just how susceptible we are to manipulation of the social rules which guide us in day-to-day life. The author includes a large number of anecdotes, backed up by studies and references. It was a fun, quick read, and it will affect how I deal with solicitations and salesmen from now on. Conversely if you are a salesperson looking to get better at your job, this book will help.

On the down side, many of the first person examples about the author and his various relatives come across as a bit contrived. A minor annoyance in an otherwise great book.

I'd recommend 'Influence' to anyone as a useful, entertaining read. Well worth the time.

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Good read!

ByMs. QPon June 17, 2017

Format: PaperbackVerified Purchase

Good read!! And, this was an excellent tool for a newcomer to marketing to help understand the process of connecting with people to make them want to do business with you. Great tips. I've tried them and noticed a BIG difference, including gaining a few new customers.

0Comment 2 people found this helpful. Was this review helpful to you?YesNo

The book is very interesting, but it is also ...

ByVivian Johnsonon September 1, 2017

Format: Kindle EditionVerified Purchase

The book is very interesting, but it is also in need of more recent updates. Some of this reminds me of Vance Packard's Hidden Persuaders, but applied to more direct sales. I have seen many of these tactics and recognize them. Someone less familiar with sales techniques would benefit greatly by the analysis of why we do what we do. If it does nothing more than make the reader aware of the manipulation of salespeople, it is worth reading. Everyone should be made aware of the tactics so they can defend themselves.

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Incredibly Influential, Powerful, and Useful!

ByFr. Charles Erlandsonon October 1, 2010

Format: PaperbackVerified Purchase

"Influence" by Robert Cialdini is one of the most wonderful and influential books I've ever read! Other books have been written on the topic, but Cialdini's is the best and most influential of them all.

"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.

33 comments 95 people found this helpful. Was this review helpful to you?YesNo

Incredible IDEAS Revealing a NEW Way to SPEAK and Eliminate the FALSE Sales Conversations

ByMarilynn A. Beveron February 17, 2016

Format: PaperbackVerified Purchase

The ONE Thing about ROBERT CIALDINI that upset me was that he has NOT published MORE Books with Observations from his academic labs. I am in ENCHANTED by that MAN. I share this book with everyone in my circle who is required to motivate OTHERS to take the Actions that will enhance their daily activities. Not since "Men Are From Mars, Women Are Venus" have we had a Truly USEFUL New Set of Language Skills to bring Truth and Civility back into the American Business Selling Conversation. Dr. Cialdini - Please publish MORE of your FLOWING River of Communications without obstructions. What I learned at M.I.T. was how to ask Good Questions to solve problems -- This BOOK is a GUIDE To Successful Relationships, both personal and business. I would LOVE to send Every Member of U.S. Congress a copy to break the inter-personal log-jams that are harming our younger Americans who want to BELIEVE again. Hooray for YOU, Dr. Cialdini.

0Comment 6 people found this helpful. Was this review helpful to you?YesNo

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Most recent customer reviews

The book was very informative.

There book hit close to home. I recognized the situations as things I face in my life, my job, my travels, etc. It's nice to see them called out in an explicit enumerated manner

Published 1 day ago by Nipunn

Five Stars

A number of topics to persuade someone or a group of people with examples.

Published 3 days ago by Amazon Customer

A worthy read...

An interesting read. Many good ideas to help protect ourselves from "compliance professional s"

Published 4 days ago by Amazon Customer

The six weapons of persuasion are current and useful (even though the author rephrased them to make them ...

Even though it was written 30 something years ago, this book is as fresh as it may be. The six weapons of persuasion are current and useful (even though the author rephrased them...Read more

Published 4 days ago by Lalo Duron

Five Stars

very interesting and informative

Published 4 days ago by Amazon Customer

Mind Blowing

This is the bible of influence. Very informative and practical. Loved it.

Published 6 days ago by Lizzie Sturgill

A great read!

Helps you understand the interpersonal that impacts the sales practices.

Published 6 days ago by ManagerTabor

Must read, and easy

Great easy to understand.

Published 7 days ago by @OfficerMeraz

Four Stars

Post rating as shown

Published 8 days ago by Henry Kras

Interesting read

This book can increase your awareness on those who play dirty around you. I'm not sure if one can read the book and start influencing smart people, and I hope this is not the...Read more

Published 12 days ago by DONE

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