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Influence: The Psychology of Persuasion, Revised Edition Revised Edition
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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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Top Customer Reviews
Cialdini believes that influence is a science. This idea attracted me. As a rhetorician, I have always thought of persuasion as more of an art. Cialdini, however, makes a first-rate case for the science point of view. But maybe most importantly, he makes his case in a well-written, intelligent, and entertaining manner. Not only is this an important book to read, it is a fun book to read too.
He introduces you to six principles of ethical persuasion: reciprocity, scarcity, liking, authority, social proof, and commitment/consistency. A chapter is devoted to each and you quickly see why Cialdini looks at influence as a science. Each principle is backed by social scientific testing and restesting. Each chapter is also filled with interesting examples that help you see how each principle can be applied. By the end of the book, I had little doubt that these are six important dimensions of human interaction.
I highly recommend this book to all professionals. It does not matter if you are a manager, sales person, pastor, or non-profit volunteer. The ideas in this book, once applied, will make it easier for you to accomplish your goals. In a video featuring the author, Professor Cialdini even goes so far as to promise that these principles can help you influence the most resistant of all audiences--your children.
With a claim like that, who wouldn't be intrigued?
My advice is to read this sooner rather than later. You will be quite glad you did.
Influence, the book, is very useful in this regard, because it uses interesting examples to help us be aware of our own tendency to let automatic pilot thinking take over.
Since I first read this book many years ago, I have been watching to see if the circumstances I see support or invalidate Professor Cialdini's points. By a margin of about 9 to 1, Cialdini wins.
Given that we are easily manipulated by our desire to be and to appear to be consistent with our past actions and statements, swayed by what the crowd is doing, and various other mechanisms, the only way we can be armed against unscrupulous marketing is to be as aware of these factors are the marketers are.
At the same time, I appreciated how the book explores the ethics of when and how much to apply these principles. Without this discussion, the book would come off like Machiavelli's, The Prince, for marketing organizations. That would have been a shame. By dealing with the ethics, Professor Cialdini creates the opportunity to educate us intellectually and morally. Well done!
I have read literally dozens of books about marketing and selling, and I find this one to be the most helpful in thinking about how influence actually works. Even if you will never work in marketing, you will benefit from reading this book in order to better focus your purchases and actions where they fit your needs rather than someone else's.
Most Recent Customer Reviews
50 pages in and I have already taken a away a few tricks. I applied them to the business model that the organization I work for uses and got a lot of praise.Published 1 day ago by Amazon Customer
Insightful and chocked full of supporting studies. Personally I would recommend as a must read book. Ignore the opinions though.Published 2 days ago by My 454
This is a great book by a man who has since betrayed his principles by supporting politicians who abuse social proof. Learn from this man and then reject his current behavior.Published 2 days ago by Daniel J. Mann
The best book on the psychology of influencing that has ever been written. After reading it, I bought 20 copies and gave them to all of my engineering and scientist friends knowing... Read morePublished 5 days ago by Amazon Customer
Very informative and easy to understand.
I would recommend this book to anyone wanting to understand the means of influence and persuasion.
This book came recommended by Scott Adams of Dilbert fame as a primer on psychological manipulation as it's used for sales or politics, most particularly as it applies to Donald... Read morePublished 7 days ago by Guitanguran