Influence: The Psychology of Persuasion, Revised Edition Revised Edition

by Robert B. Cialdini (Author)

1,858 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.

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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: 9.6 ounces (View shipping rates and policies)
Average Customer Review: 4.5 out of 5 stars See all reviews (1,858 customer reviews)
Amazon Best Sellers Rank: #440 in Books (See Top 100 in Books)
- #2 in Books > Business & Money > Marketing & Sales > Consumer Behavior
- #40 in Books > Self-Help > Motivational
- #43 in Books > Self-Help > Success

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Customer Reviews

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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 117 people found this helpful. Was this review helpful to you?YesNo

It’s packed with fascinating research and stories.

ByBrian Johnsonon September 15, 2016

Format: PaperbackVerified Purchase

“One aspect of what I learned in this three-year period of participant observation was most instructive. Although there are thousands of different tactics that compliance practitioners employ to produce yes, the majority fall within six basic categories. Each of these categories is governed by a fundamental psychological principle that directs human behavior and, in so doing, gives the tactics their power. The book is organized around these six principles, one to a chapter. The principles—consistency, reciprocation, social proof, authority, liking, and scarcity—are each discussed in terms of their function in the society and in terms of how their enormous force can be commissioned by a compliance professional who deftly incorporates them into requests for purchases, donations, concessions, votes, assent, etc. ...

Each principle is examined as to its ability to produce a distinct kind of automatic, mindless compliance from people, that is, a willingness to say yes without thinking first. The evidence suggests that the ever-accelerating pace and informational crush of modern life will make this particular form of unthinking compliance more and more prevalent in the future. It will be increasingly important for the society, therefore, to understand the how and why of automatic influence.”

~ Robert B. Cialdini from Influence

This is the classic text on the psychology of persuasion.

Robert Cialdini is a professor of both psychology and marketing at Arizona State University.

In addition to decades of lab experiments, Robert also spent three years in “participant observation”—aka embedding himself as a sort of spy in various organizations to learn the tricks of their trade. He tried everything from selling cars and vacuums to becoming a bus boy at a restaurant so he could learn how waiters do their thing.

The book is simultaneously kind of a consumer protection guide (how not to be duped) AND a manual for marketers (how to sell your stuff!).

Let's jump straight into some the Big Ideas:

1. Know Thy Triggers - One thru six.
2. Influence Yourself - Get your foot in the door.
3. Commitment - Write it. Share it. (WOOP it!)
4. Shocking Truth - Meet Professor Milgram.
5. Stand up - And push back. Exert your influence.

Let’s choose to influence ourselves and others wisely!

More goodness— including PhilosophersNotes on 300+ books in our *OPTIMIZE* membership program. Find out more at brianjohnson . me.

0Comment 30 people found this helpful. Was this review helpful to you?YesNo

Great content but e-book version needs update

ByXuanon September 3, 2015

Format: Kindle EditionVerified Purchase

As far as psychology books go, this one is highly readable and even enjoyable. There is a wry sense of humor told tongue-in-cheek as only academics can. To learn about the dark art of 'compliance professionals' is entertaining, and may even be useful, though I wouldn't call this a self-help book. It also goes a bit more in-depth than your average popular psychology text. While the content deserves five stars, I give this book 4 stars because of the Kindle edition. It must have been digitized in the early days of Kindle. For example, the table of contents isn't available in the side menu, and footnotes are not hyperlinks but just numbers. With a proper update, it should be a must-read.

0Comment 7 people found this helpful. Was this review helpful to you?YesNo

These are lessons I will use daily & impart to my family...

ByThomas J. Quinlanon January 29, 2017

Format: Kindle EditionVerified Purchase

This book is dated, & largely appears to pre-date what we consider the modern internet/TV phenomenon, & that's obvious in reading it. That's its only real flaw, though the author does have another book out more recently, & to be fair, this wouldn't likely receive much improvement from an updated revision. That latter point is it's great strength; the lessons inside about how we are susceptible to persuasion don't really need updating per se; they are solid enough, outlined well enough, & supported with facts & data enough that they withstand the obvious test of time. Learning how persuasion can be done, how we can do it, & more importantly, he we can resist it, is a highly worthwhile lesson, which I will carry forward in my own life & import to my family as well.

11 comment 2 people found this helpful. Was this review helpful to you?YesNo

ByK. Larsonon March 18, 2015

Format: PaperbackVerified Purchase

This book was recommended by a law school professor in a Legal Negotiation class, so I purchased it used and it arrived within a week. At one cent plus shipping, it was a great value for a book in very good condition.

The theme of the book is what the author identifies as six principles of ethical persuasion: reciprocity, scarcity, liking, authority, social proof, and commitment/consistency, with a chapter is on each. This book makes a nice companion to Korobkin's "Negotiation Theory and Strategy" published by Wolters Kluwer and sold at a considerably higher price, in where that author discusses many of these same concepts in much less depth.

Whether wanting to supplement a more in-depth academic study or merely looking for tips as an influencer, salesperson, or consumer, this is a great reference.

0Comment 3 people found this helpful. Was this review helpful to you?YesNo

Boggling information clearly presented

Bylady with celloon January 5, 2017

Format: Kindle EditionVerified Purchase

I can't remember under what influence I acquired this book! It is worth reading for the delight of understanding many annoying repetitive aspects of our society, and for the warnings about tricksters who manipulate our behaviors in a variety of settings. This book is an eye opener. The writer gives suggestions for resisting the effects of the many influence virtuosos who are after our compliance with their wishes for reasons not always in our own best interests.

11 comment 2 people found this helpful. Was this review helpful to you?YesNo

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Most Recent Customer Reviews

solid book

solid

Published 1 hour ago by Agent Wayne

If you have an interest in learning how effective sales ...

If you have an interest in learning how effective sales techniques work, this book is for you. Its clearly written, entertaining, and incredibly informative on persuasion...Read more

Published 1 day ago by Aaron

Good read!

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.Read more

Published 4 days ago by Ms. QP

Excellent read.

I love books like this. Some disappoints, but this one is worthy of a re read or two.

Published 6 days ago by Johnny Cooper

Good book.

Very well written.

Published 6 days ago by Amazon Customer

Five Stars

Gray book everyone should read -- super service

Published 8 days ago by Debby Klajbor

Great, great, great!

Great, great, great! Useful for all parts of life.

Published 11 days ago by AndrasCsemi

Great Book

Well written and very informative with data to back it up. I am enthralled to have chosen this book and recommend it to all interested in what makes people tick.

Published 13 days ago by michal

The print

3 stars for the print and the layout , not the content.

Published 13 days ago by Amazon Customer

A Weapon Against Exploitative Influencers

A well researched, informative guide to techniques of influence. This book should be required reading in ever public school - once as a Sophomore/Junior and again as a Senior to...Read more

Published 14 days ago by Amazon Customer

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