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Robert B. Cialdini

Influence: The Psychology of Persuasion, Revised Edition Paperback – December 26, 2006

by Robert B. Cialdini (Author)

4,850 ratings

Part of: Collins Business Essentials (15 Books)

in Marketing for Small Businesses

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The widely adopted, now classic book on influence and persuasion—a major national and international bestseller with more than four million copies sold!

In this highly acclaimed New York Times bestseller, Dr. Robert B. Cialdini—the seminal expert in the field of influence and persuasion—explains the psychology of why people say yes and how to apply these principles ethically in business and everyday situations.

You’ll learn the six universal principles of influence and how to use them to become a skilled persuader—and, just as importantly, how to defend yourself against dishonest influence attempts:

Reciprocation: The internal pull to repay what another person has provided us.
Commitment and Consistency: Once we make a choice or take a stand, we work to behave consistently with that commitment in order to justify our decisions.
Social Proof: When we are unsure, we look to similar others to provide us with the correct actions to take. And the more, people undertaking that action, the more we consider that action correct.
Liking: The propensity to agree with people we like and, just as important, the propensity for others to agree with us, if we like them.
Authority: We are more likely to say “yes” to others who are authorities, who carry greater knowledge, experience or expertise.
Scarcity: We want more of what is less available or dwindling in availability.

Understanding and applying the six principles ethically is cost-free and deceptively easy. Backed by Dr. Cialdini’s 35 years of evidence-based, peer-reviewed scientific research—as well as by a three-year field study on what moves people to change behavior—Influence is a comprehensive guide to using these principles effectively to amplify your ability to change the behavior of others.

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Editorial Reviews

Review

"For marketers, this book is among the most important books written in the last ten years." (Journal of Marketing 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)

From the Back Cover

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.

Item Weight : 9.8 ounces
Paperback : 336 pages
ISBN-10 : 006124189X
ISBN-13 : 978-0061241895
Product Dimensions : 5.31 x 0.84 x 8 inches
Publisher : Harper Business; Revised Edition (December 26, 2006)
Language: : English

Best Sellers Rank: #708 in Books (See Top 100 in Books)
- #1 in Marketing for Small Businesses (Books)
- #2 in Marketing & Consumer Behavior
- #9 in Popular Applied Psychology

Customer Reviews:
4,850 ratings

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Claude Whitacre author

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

Reviewed in the United States on December 27, 2016

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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.

708 people found this helpful

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Camp RunamokTop Contributor: Cycling

A must read book on the science of persuasion.

Reviewed in the United States on February 19, 2018

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Scott Adams had a list of books he recommended on the science of persuasion. At the top of his list was this book, which was a really fascinating and enlightening read. It reminds me why being a skeptic and a cynic are so valuable and necessary, particularly in today's world. As Lily Tomlin said, people would often accuse her of being a cynic, but she found she could still barely keep up. In the book Robert Cialdini delineates the 6 ways a "compliance professional" will lead us down the yellow brick road - to do things which are often both foolish and against our self interests. I'm going to steal from the Wikipedia post and reprint these here:

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.

201 people found this helpful

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Libryia

Irony

Reviewed in the United States on November 22, 2017

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So this book is mainly in the advocacy of the consumer. The premise is that we have mental shortcuts that trigger, almost automatic responses. This is our bodies and brains being psychologically efficient in our best interests. The author believes that many companies manipulate and take advantage of these psychological efficiencies for financial gain. He purports that it is dangerous for companies to do so, because as we learn we are being manipulated, we will use those autoresponses less and less...and they will no longer be used as intended (for our benefit) by our brains. The irony is, he explains exactly how these auto responses work and therefore this book has become quite popular among the very audience he speaks against using these tactics.

I picked the book up because it was recommended by a successful business owner who indicated that in building her business model, marketing strategy, and designing her website she used the principles in this book and found them to be very effective.

Insightful with good breakdowns of each principle and great examples. He even explains how a consumer can act against their natural and automated response to some of these triggers, which, for a business person, provides research into how to overcome rebuttals.

Could be that he wrote this book for the consumer, so they understood how they are being manipulated and how to overcome it...or could be that he geniusly manipulated us into believing it was in advocacy of the consumer when it's really for the business owner, heh heh. Either way, good read.

90 people found this helpful

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Top reviews from other countries

Stiven Skyrah

If you haven't read it, then you should.

Reviewed in the United Kingdom on March 3, 2018

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Summary: This book can’t be summarized. It can only be very, very strongly recommended.

Recommended? YES. Buy it now if you haven’t read it.

Table of contents:
1 Weapons of Influence
2 Reciprocation: The Old Give and Take…and Take
3 Commitment and Consistency: Hobgoblins of the Mind
4 Social Proof: Truths Are Us
5 Liking: The Friendly Thief
6 Authority: Directed Deference
7 Scarcity: The Rule of the Few

Notes:
Below are my key takeaways and some interesting points, but I’m telling you. Buy it. Read it. Trust me.

* Expensive implies quality. Example: gems in a jewel case that weren’t selling were marked up and then sold at a “discount” to the markup (a price higher than the original price), and they sold like hotcakes.
* Power of contrast. Example: If you go into a men’s store they’ll try and sell you an expensive suit before the sell you the expensive jumper because the contrast makes the sweater appear more affordable.
* Reciprocity. Example: If someone buys you something (say, a Coke), you’re more likely to buy something from them (say, raffle tickets).
* Concession. Example: If someone tries to sell you something and you pass (say $5 of $1 raffle tickets), they’ll try and sell you something less, that you’ll end up buying because you feel bad (1 $1 raffle ticket). Another term used here is “reject then retreat.”
* Commitment leads to consistency leads to collaboration. Example: During the Korean war, the Chinese got American soldiers to make public commitments of various things. Then they made those commitments even more public, which the American soldiers had to stand by to be consistent. That consistency then led them down a path of minor forms of collaboration – without them really thinking about it as such.
* Writing something down, even privately, strengthens your commitment to something.
* People like and believe in commitment because their image and reputation are on the line (i.e. the Chinese concentration camp example above).
* People like more what they struggle to get, even if it’s not that good. Example: frats (hey, it’s in the book, don’t hate the messenger).
* People like to feel they have control over a decision – even if they really don’t.
* The power of social proof, or the idea that if others do it it’s good. Example: introverted pre-schoolers who saw introverted kids become social in a movie were more inclined to go play. Another example: cults. People follow the crowd because they believe in the “wisdom” of the crowd.
* Convince and you shall be convinced. Example: cults, where people who convince or convert others become more convinced (that’s why so many are evangelical).
* Assign responsibility if you want things done. Example: a stabbing that took place over many minutes had 38 witnesses…it happened cause everyone figured someone else would call the police.
* The power of copycats that’ll play on social proof. Example: if you find a wallet of someone like you and you’re more likely to return it (it’s true). Another (scary) example: more suicides when the press publicizes a suicide…more fatal “accidents” too.
* Liking is an important part of influence. Attractiveness, similarity (identity and context), compliments, contact & cooperation all can make someone more influential.
* The reason good cop/bad cop works is because the subject feels someone is on their side.
* Associations are powerful. Bearers of good news get treated well, and bad news get treated poorly. Examples: weathermen (or Roman messengers reporting lost battles!)
* People tend to defer to authority/experts. Examples: experiments involving shock therapy where people listened to a guy in a lab coat to inflict pain on another human being (incredible how strong this is).
* The power of connotations and context over content, and how it can imply authority. Titles and clothing do this.
* Gaining trust. Example: a waiter who advises against a more expensive item early in the meal will gain the trust of everyone at the table, and then he can suggest more expensive items and more items through the course of the meal.
* Scarcity is powerful. There’s a psychological reaction…people don’t want to lose their freedom and don’t want to lose. This plays to a second point: competition. Invite 3 used car buyers at the same time and you’ll sell the car faster. A cookie is more attractive if there are two of them than if there are 10 of them. (Always as yourself when something is scarce: will the cookie taste as good if there are 10 of them?). Plus, if you saw that the number went from 10 to 2, you want it even more. It can even lead to revolt…when something is given and then taken away, people get mad; if something is never given at all, they don’t know what they’re missing.
* “It appears that commitments are most effective in changing a person’s self-image and future behaviour when they are active, public, and effortful.”
* “The most influential leaders are those who know how to arrange group conditions to allow the principle of social proof to work maximally in their favour.”
* “Social proof is most powerful for those who feel unfamiliar or unsure of a specific situation and who, consequently, must look outside of themselves for evidence of how to best behave there.”

90 people found this helpful

jay321

Not persuasively good

Reviewed in the United Kingdom on June 1, 2018

Verified Purchase

The book is 'okay'. The six areas the author identifies are interesting but there are two major issues with the book for me. Firstly, it is a bit rambling, you could have easily got all the principles and had a discussion around it in 100 pages. The second issue is that it is very American, so a lot of the examples talk about particular aspects of being in in American college and high school, baseball, that type of thing. I watch a lot of American programs but even with this it just made no sense at all. In this regard the book has failed to persuade me as to its merits (which is what the book is supposed to be an expert illustration).

47 people found this helpful

Sue Cartwright

An invaluable series of lessons to be learned about self awareness

Reviewed in the United Kingdom on November 12, 2018

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A phenomenal book that provides example after example of how human beings are continuously duped into making automatic decisions without thinking them through, resulting in an invaluable series of lessons to be learned about self awareness.

Robert is a brilliant writer who well earns his accolade as the 'seminal expert in the rapidly expanding field of influence and persuasion' as he sets out how the five psychological principles of consistency, reciprocation, social proof, liking and scarcity direct human behaviour to give these tactics their power.

The ability for each of these principles to produce a distinct kind of automatic, mindless compliance from people to willingly say 'yes' without giving it a second thought is explained. Quite astounding and entertaining at the same time - a real eye opener and highly recommended for anyone who wants to take control over their decision making and indeed, understand how to achieve buy-in from others to do what they want them to do.

I first read this book in March 2012 and read it again this year as part of my research for my new blog.

What really caught my eye, the second time round, is the last chapter on Authority - How To Say No. This in view of the fact that it is now common knowledge that too many 'Social Media Consultants' who claim to be 'experts' are actually nothing of the kind.

Robert writes: 'We particularly mis-perceive the profound impact of authority (and its symbols)on our actions, we are at the disadvantage of being insufficiently cautious about its presence in compliance situations. A fundamental form of defence against this problem. When this awareness is coupled with a recognition of how easily authority symbols can be faked, the benefit will be a properly guarded approach to situations involving authority-influence attempts.'

He goes on to say that the best way to protect ourselves is to ask two questions: 1) Is this authority truly an expert? (to focus our attention on acquiring evidence of credentials and the relevance of those credentials to the topic in hand thus avoiding automatic deference), and 2) How truthful can we expect the expert to be here? (To focus on their trustworthiness in the situation as we seem to be swayed more by experts who seem to be impartial than by those who have something to gain by convincing us).

11 people found this helpful

Nitin Sachdeva

Poor paper quality

Reviewed in India on January 23, 2018

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Book content - excellent
Paper quality - Very bad. It is equivalent to quality that is available on road side or some times on traffic signals at max. 100 Rs.
Quality of paper must be improved, here paying extra in comparison to what is available on locations mentioned above.
Book not worth amount paid.

45 people found this helpful

Yash E

Despicable Print Quality. Great book. Don't bother buying here!

Reviewed in India on July 11, 2018

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The book is obviously a milestone and I started reading it in my Kindle. I wanted to have it in my collection and ordered the physical copy. Thanks to Amazon's service, I got the book very next day. To my surprise, the book is third rate cheap print you'd find on road sides and bus stations! It's not worth the price and shouldn't be spent more than Rs.100 for such a copy.

TL;DR
Awesome content. Horrible Copy. Great Service by Amazon. Returned!

34 people found this helpful

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