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- Publisher: Simon & Schuster Audio
- Audible.com Release Date: September 6, 2016
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- Language: English, English
- ASIN: B01JAYK6HI
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Pre-Suasion: Channeling Attention for Change Audible Audiobook – Unabridged
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Someone recently recommended that I read his new book Pre-suasion. This book is about research into “Priming”. This is the idea that our decisions are substantially influenced by seemingly trivial items.
For example, a company was introducing a new soft drink and had representatives stationed in a mall. Their job was to stop shoppers, explain the features of the new soft drink and attempt to gain the shoppers email address in exchange for the promise of a sample. The success rate was less than 33%. But when a Pre-Suasion question, “Are you adventurous?” was asked prior to launching into the discussion about the new soft drink, the results were astounding. First 97% of the people responded that there were in fact adventurous. They all had a better than average sense of humour as well . But what was really amazing was that once people had affirmed they were adventurous, the success rate shot up to 75%.
A key message of the book is that we like those who are like us, be it liking the same sports or sharing a nationality. This is also a key message of the Humm-Wadsworth. [...] If two individuals share a dominant Humm Component, it is highly likely they will get along with each other.
A wonderful example of this “liking” effect were the Lithuanian Jews who had escaped to Shanghai and Japan during WWII after gaining Japanese travel visas. The Japanese, post Pearl Harbour, had become allies of the Nazis who in turn demanded these Jews be killed. The Japanese asked the Jews why they were so hated by the Nazis. The answer by Rabbi Kalisch was telling, “It is because we are Asians, just like you.” Understanding the social power of saying the right thing at the right time saved a large group of Jews from death.
Another interesting application discussed in the book is when to use “I think” or “I feel.” Normals and Engineers are logical in their decision making and “I think” is the best approach. By contrast the other five Humm components are emotional in their decision making and “I feel” is the best approach. This is a great example of Practical Emotional Intelligence in action.
I found Pre-suasion to be a lively and engaging book. It’s a tour through social psychology. Note the actual book is 233 pages long but the references and end notes are about 150 pages.
Robert Cialdini, author of Pre-Suasion – a Revolutionary Way to Influence and Persuade shares his insights and finding about the importance of framing the discussion before it actually begins.
“The basic idea of Pre-Suasion is that, by guiding preliminary attention strategically, it’s possible for a communicator to move recipients into agreement with a message before they experience it.” That is a very strong statement. But throughout the book, Mr. Cialdini gives example after example of how and why it works.
If you have any interest in the psychology of marketing, then the chances are extremely good that you have been exposed to his first book Influence. So you might be wondering if this is simply a rehashing of the ideas contained in Influence.
Mr. Cialdini says that in the first book, he simply articulated the tactics advanced marketers were using to sell goods and services to the public. In this book, he is introducing concepts and ideas that the most advanced marketers are not really aware of.
In one example, a company was introducing a new soft drink and had representatives stationed in a mall. Their job was to stop shoppers, explain the features of the new soft drink and attempt to gain the shoppers email address in exchange for the promise of a sample. The success rate was less than 30%. But when a Pre-Suasion question, “Are you adventurous?” was asked prior to launching into the discussion about the new soft drink, the results were astounding. First 97% of the people responded that there were in fact adventurous. Clearly that is not the case. But what was really amazing was that once people had affirmed they were adventurous, the success rate nearly tripled.
Mr. Cialdini cites many research studies that substantiate his findings. The stories and research make for extremely interesting reading. The book is a quick read. Dr. Cialdini a master teacher, weaves the ideas together to form a clear and compelling case for understanding and employing Pre-Suasion techniques in all our persuasion attempts.
Mr. Cialdini very thoughtfully raises and answers the questions of using the Pre-Suasion techniques unethically. He cites numerous cases that show the long term negative consequences of such behavior.
The book is well researched. The references and end notes are about 150 pages, so for those who wish to do additional reading/research, the sources are well documented.
If you want to up your persuasive game, this is a must read.
And if you are seeking input from others, ask for “advice”. “The novelist Saul Bellows once observed, ‘When we ask for advice, we are usually looking for an accomplice.” “Togetherness” is one of the Pre-Suasion pillars.
I was provide a review copy of this book.