Enter your mobile number or email address below and we'll send you a link to download the free Kindle App. Then you can start reading Kindle books on your smartphone, tablet, or computer - no Kindle device required.
To get the free app, enter your mobile phone number.
Influence: The Psychology of Persuasion, Revised Edition Revised Edition
Use the Amazon App to scan ISBNs and compare prices.
Fulfillment by Amazon (FBA) is a service we offer sellers that lets them store their products in Amazon's fulfillment centers, and we directly pack, ship, and provide customer service for these products. Something we hope you'll especially enjoy: FBA items qualify for FREE Shipping and Amazon Prime.
If you're a seller, Fulfillment by Amazon can help you increase your sales. We invite you to learn more about Fulfillment by Amazon .
The Amazon Book Review
Author interviews, book reviews, editors picks, and more. Read it now
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)
About the Author
Robert B. Cialdini, Ph.D. holds dual appointments at Arizona State University. He is a W. P. Carey Distinguished Professor of Marketing and Regents' Professor of Psychology, and has been named Distinguished Graduate Research Professor. Dr. Cialdini is also president of Influence At Work, an international training and consulting company based on his groundbreaking body of research on the ethical business applications of the science of influence.
Top customer reviews
There was a problem filtering reviews right now. Please try again later.
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.
1. Reciprocity – People tend to return a favor, thus the pervasiveness of free samples in marketing. In his conferences, he often uses the example of Ethiopia providing thousands of dollars in humanitarian aid to Mexico just after the 1985 earthquake, despite Ethiopia suffering from a crippling famine and civil war at the time. Ethiopia had been reciprocating for the diplomatic support Mexico provided when Italy invaded Ethiopia in 1935. The good cop/bad cop strategy is also based on this principle.
2. Commitment and consistency – If people commit, orally or in writing, to an idea or goal, they are more likely to honor that commitment because of establishing that idea or goal as being congruent with their self-image. Even if the original incentive or motivation is removed after they have already agreed, they will continue to honor the agreement. Cialdini notes Chinese brainwashing of American prisoners of war to rewrite their self-image and gain automatic unenforced compliance. Another example is children being made to repeat the Pledge of Allegiance each morning and why marketers make you close popups by saying “I’ll sign up later” or "No thanks, I prefer not making money”.
3. Social proof – People will do things that they see other people are doing. For example, in one experiment, one or more confederates would look up into the sky; bystanders would then look up into the sky to see what they were seeing. At one point this experiment aborted, as so many people were looking up that they stopped traffic. See conformity, and the Asch conformity experiments.
4. Authority – People will tend to obey authority figures, even if they are asked to perform objectionable acts. Cialdini cites incidents such as the Milgram experiments in the early 1960s and the My Lai massacre.
5. Liking – People are easily persuaded by other people that they like. Cialdini cites the marketing of Tupperware in what might now be called viral marketing. People were more likely to buy if they liked the person selling it to them. Some of the many biases favoring more attractive people are discussed. See physical attractiveness stereotype.
6. Scarcity – Perceived scarcity will generate demand. For example, saying offers are available for a "limited time only" encourages sales.
The trick is that as the world gets more complex, these 6 things also provide us with social shortcuts, to keep on the straight and narrow with minimal effort. But this means we have to be vigilant - to make sure we are not being taken advantage of. He notes that we often get that funny feeling in the pit our stomach when we are being manipulated against our will, and he suggests using that feeling/intuition to our advantage - to recognize when we are at risk. One of the things I love about this book is that Cialdini himself is the first to admit that even with all he knows, even he was and is not immune, and he provides some very funny examples to show how he personally has been taken advantage of.
This really is a must read book. In the same vein, the last thing on his list is a one sentence course on persuasion - the sentence being, "People will do anything for those who encourage their dreams, justify their failures, allay their fears, confirm their suspicions, and help them throw rocks at their enemies."
I think one of the most amazing examples in his book concerns well publicized suicides, as there are not just the expected copy cat suicides, but also up to 10X more fatal aircraft and automobile crashes. It's amazing how little it takes to establish a new subconscious social norm. Our lizard brain betrays us more often than we might think.
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.
Most recent customer reviews
Scientific based research and studies supports the conclusions.Read more