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Influence: The Psychology of Persuasion, Revised Edition Revised Edition
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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.
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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Top Customer Reviews
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.
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.
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.