Influence: The Psychology of Persuasion, Revised Edition Revised Edition

by Robert B. Cialdini (Author)

1,874 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 (1,874 customer reviews)
Amazon Best Sellers Rank: #287 in Books (See Top 100 in Books)
- #2 in Books > Business & Money > Marketing & Sales > Consumer Behavior
- #28 in Books > Health, Fitness & Dieting > Psychology & Counseling
- #31 in Books > Self-Help > Motivational

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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 135 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 36 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 5 people found this helpful. Was this review helpful to you?YesNo

Beware of undue influence

ByFCRichelieuon June 24, 2017

Format: Kindle EditionVerified Purchase

This book is not about how to use the psychology of persuasion to influence people. Instead, it is about how, as a consumer, not to allow oneself to be influenced unduly, or be taken advantage of, by 'compliance professionals'.

In order to study the subject firsthand, the author has taken positions as trainee sales representative, busboy, etc in various companies/establishments. Apart from drawing extensively from such experience, he also discusses the relevant and interesting findings in studies by other academics in psychology, past and present. The result is a systemic analysis of the most frequent, and most powerful, psychological devices that 'compliance professionals' use, with suggestions on how to avoid being unduly influenced.

A very useful book if this is what the reader is looking for. Personally I am more interested in taking a look from the opposite direction, i.e. at the positive application of the psychology of persuasion. I note that Dr Cialdini has written a more recent book on that...

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

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Most recent customer reviews

nice

Some valuable insight and information but it could have easily been condensed into a a quarter of the pages, if not less. I did not care for the writing style either.Read more

Published 7 hours ago by Kristen Lacey

Awesome read!

I love this book!

Published 4 days ago by WS pro

Five Stars

buy it now, buy it now, buy it now...you are under my spell...

Published 6 days ago by Curley

my god it is very very boring reading, written in a very bad way

my god it is very very boring reading, written in a very bad way , keep telling the same example again and again and again. couldn't make through the 1st chapter

Published 6 days ago by Mohamed Elsayed

It's possibly the most important book you will ever read.

Probably the best book ive ever read. In the first 5 pages I took 2 pages of notes. I dont think you will see advertising or the media, politicians, car salesman or anything the...Read more

Published 6 days ago by T. Buetow

Who else wants to know their Autopilot buttons?

Great book. Read it and learn how you are being manipulated into compliance without even knowing it and how to defend against.

Published 7 days ago by B. Wize

Five Stars

maybe the greatest book i ever read

Published 11 days ago by Throwaboomerang

Five Stars

The best book on consumer psychology you'll read. Period.

Published 11 days ago by Scott Kilmartin

Some valuable insight and information but it could have easily been condensed into a a quarter of the pages

Some valuable insight and information but it could have easily been condensed into a a quarter of the pages, if not less. I did not care for the writing style either.Read more

Published 16 days ago by Jason

Utterly fabulous - a book of rare insight and usefulness - highly recommended.

I came to this book via a rather circuitous route and reference in Charlie's Munger Almanac. Charlie quipped that upon reading the book, he had been so impressed by its content...Read more

Published 19 days ago by Technophobe01

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