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Top positive review
54 people found this helpful
5.0 out of 5 starsMost interesting book I have read this year
ByEQ Experton October 30, 2016
Robert Cialdini’s 1984 book Influence: The Psychology of Persuasion has sold over three million copies and has been translated into thirty languages. The book brought science to the art of persuasion, and set out the famed Six Principles of Influence: social proof, reciprocation, authority, liking, scarcity and consistency. There is a good 10 minute summary of the work here. [...]
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.
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.
Top critical review
299 people found this helpful
1.0 out of 5 starsA book based on research that is pre-debunked
ByJosiah S. Neeleyon October 15, 2016
If I had read this book a few years ago I probably would have thought it was fantastic. Now I rate it as largely worthless.
Why the change? The book largely relies on so-called "priming" research, which is the idea that our decisions are substantially influenced by seemingly trivial elements of one's background environment. For example, in Pre-Suasion we are told that customers are more likely to buy French wine if there is French music playing in the background. Similarly, worker productivity shoots up if they are shown a photo of a runner winning a race, people express more conservative political opinions on questionnaires that include a miniature American flag in the corner, and Parisian men are more likely to help a woman retrieve a stolen phone if they had previously been asked how to get to Valentine Street (because the word Valentine primed them with associations of romance and chivalry).
If these findings seem hard to believe, you may be onto something. Priming has been a hot topic in pop psychology in recent years, but attempts to replicate the findings of many priming studies have failed. As far back as 2012 Daniel Kahneman (who won a Nobel prize for his work in psychology) said that priming research had become the "poster child for doubts about the integrity of psychological research."
Yet while the problems with priming research have been known for years, there is zero hint in Pre-Suasion that the findings being presented are questionable. This means that either Cialdini is unaware of these criticisms (which would be bad), or that he is aware but he decided not to mention it because it would undercut the thrust of his argument (which would be worse). Either way, you should not let a book based on such questionable research influence you.
Why the change? The book largely relies on so-called "priming" research, which is the idea that our decisions are substantially influenced by seemingly trivial elements of one's background environment. For example, in Pre-Suasion we are told that customers are more likely to buy French wine if there is French music playing in the background. Similarly, worker productivity shoots up if they are shown a photo of a runner winning a race, people express more conservative political opinions on questionnaires that include a miniature American flag in the corner, and Parisian men are more likely to help a woman retrieve a stolen phone if they had previously been asked how to get to Valentine Street (because the word Valentine primed them with associations of romance and chivalry).
If these findings seem hard to believe, you may be onto something. Priming has been a hot topic in pop psychology in recent years, but attempts to replicate the findings of many priming studies have failed. As far back as 2012 Daniel Kahneman (who won a Nobel prize for his work in psychology) said that priming research had become the "poster child for doubts about the integrity of psychological research."
Yet while the problems with priming research have been known for years, there is zero hint in Pre-Suasion that the findings being presented are questionable. This means that either Cialdini is unaware of these criticisms (which would be bad), or that he is aware but he decided not to mention it because it would undercut the thrust of his argument (which would be worse). Either way, you should not let a book based on such questionable research influence you.
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ByEQ Experton October 30, 2016
Robert Cialdini’s 1984 book Influence: The Psychology of Persuasion has sold over three million copies and has been translated into thirty languages. The book brought science to the art of persuasion, and set out the famed Six Principles of Influence: social proof, reciprocation, authority, liking, scarcity and consistency. There is a good 10 minute summary of the work here. [...]
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.
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.
54 people found this helpful
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If you were seeking input about a business idea, would you ask someone for their “advice”, “opinion” or “expectations” about the idea? Would you think it mattered how you framed the question?
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.
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.
ByJason Fladlienon February 9, 2017
Disclosure - I have only read a little over the first 100 pages. The problem is I'm afraid to finish this book. Not for lack of trying. I've read these 100 pages over and over again. They are incredible. Beyond incredible. Intellectually stimulating yet also practical. Useful. Profitable. I've already made significant changes to my business and seen the impact on my bottom line. It's also made me a better person by practicing and using these principles on myself.
And to think I almost didn't read this book in the first place. Why? Years ago I read Robert Cialdini's book Influence Influence: The Psychology of Persuasion, Revised Edition and unlike all other books about persuasion out at the time, Cialdini's was backed by actual research, not anecdotal. Simply put, it was the best book on persuasion that I have ever read. I read that book 9 years ago and I still use something I learned from that book in my business every day.
For some dumb reason I was hesitant to read Pre-suasion at first because I didn't want to taint my experience with Cialdini as an author, having written one of my all time favorite books. Then I watched a podcast that Joe Polish did with Cialdini and realize I was foolish for dragging my feet so I bought Pre-suasion. I had heard from several people already before that how good the book was, but you know how some people are - quick to dish out the hyperbole.
In retrospect everyone who told me how good the book was undersold it. It's not just good. It's not even great. It, to me, is the evolution of Influence. I haven't even read the whole thing yet and I think it might already be my new favorite book on persuasion. I can only imagine the untold number of success stories that are come from this book.
To think, a retired professor was able to write something so impactful to business that it surpassed all these books that actual successful businessmen and marketers put out. Hey, I'll take it. This is not an optional read if you're in business or want to be in business. If you go into any category, niche or field and you run up against a competitor who has read and practices presuasion and you don't... I can't understate how much of a disadvantage you'll be at.
Pre-suasion? Simply incredible.
And to think I almost didn't read this book in the first place. Why? Years ago I read Robert Cialdini's book Influence Influence: The Psychology of Persuasion, Revised Edition and unlike all other books about persuasion out at the time, Cialdini's was backed by actual research, not anecdotal. Simply put, it was the best book on persuasion that I have ever read. I read that book 9 years ago and I still use something I learned from that book in my business every day.
For some dumb reason I was hesitant to read Pre-suasion at first because I didn't want to taint my experience with Cialdini as an author, having written one of my all time favorite books. Then I watched a podcast that Joe Polish did with Cialdini and realize I was foolish for dragging my feet so I bought Pre-suasion. I had heard from several people already before that how good the book was, but you know how some people are - quick to dish out the hyperbole.
In retrospect everyone who told me how good the book was undersold it. It's not just good. It's not even great. It, to me, is the evolution of Influence. I haven't even read the whole thing yet and I think it might already be my new favorite book on persuasion. I can only imagine the untold number of success stories that are come from this book.
To think, a retired professor was able to write something so impactful to business that it surpassed all these books that actual successful businessmen and marketers put out. Hey, I'll take it. This is not an optional read if you're in business or want to be in business. If you go into any category, niche or field and you run up against a competitor who has read and practices presuasion and you don't... I can't understate how much of a disadvantage you'll be at.
Pre-suasion? Simply incredible.
ByAmazon Customeron December 28, 2016
First things First! Read Cialdini's other book, Influence, first. Because its only then that you may realize the Depth and Breadth of Pre-Suasion. I am selling complex technology projects for a living, so I can judge this boo, not from Scientific, but from a practical perspective. The book is easy to read, the style and humor is just great! Magnificent.... how can I persuade you to read it? Let me share a secret with You: it will help you persuade the person you need/wish to persuade, so easily that nobody will notice.
ByJ-Oon January 1, 2018
Great book, get practical, usable. If you care to influence, this is a book you need to read.
Where it falls a bit short is in his ethical justification for educating on how to pre-suade. Instead of presenting an ethical argument, he presents a pragmatic one: not ethical behavior doesn't pay in the long run. It's wholly inadequate, since it doesn't give the reader as where does moral pre-suasion starts... ... Or ends! Only today you should use it for evil.
Now, to be fair, his chapter on "unethical behavior doesn't pay" is very interesting, but it's I'll designed, and could belonged in another book. It feels more like the author rationalizing his choice to tell you his (arguably dangerous) secret, rather than an ethics discussion.
Great book though: read it. It will help you protect yourself, and he more efficient. Just make sure you read and understand ethics before you use those dirty tricks!
Where it falls a bit short is in his ethical justification for educating on how to pre-suade. Instead of presenting an ethical argument, he presents a pragmatic one: not ethical behavior doesn't pay in the long run. It's wholly inadequate, since it doesn't give the reader as where does moral pre-suasion starts... ... Or ends! Only today you should use it for evil.
Now, to be fair, his chapter on "unethical behavior doesn't pay" is very interesting, but it's I'll designed, and could belonged in another book. It feels more like the author rationalizing his choice to tell you his (arguably dangerous) secret, rather than an ethics discussion.
Great book though: read it. It will help you protect yourself, and he more efficient. Just make sure you read and understand ethics before you use those dirty tricks!
ByJosiah S. Neeleyon October 15, 2016
If I had read this book a few years ago I probably would have thought it was fantastic. Now I rate it as largely worthless.
Why the change? The book largely relies on so-called "priming" research, which is the idea that our decisions are substantially influenced by seemingly trivial elements of one's background environment. For example, in Pre-Suasion we are told that customers are more likely to buy French wine if there is French music playing in the background. Similarly, worker productivity shoots up if they are shown a photo of a runner winning a race, people express more conservative political opinions on questionnaires that include a miniature American flag in the corner, and Parisian men are more likely to help a woman retrieve a stolen phone if they had previously been asked how to get to Valentine Street (because the word Valentine primed them with associations of romance and chivalry).
If these findings seem hard to believe, you may be onto something. Priming has been a hot topic in pop psychology in recent years, but attempts to replicate the findings of many priming studies have failed. As far back as 2012 Daniel Kahneman (who won a Nobel prize for his work in psychology) said that priming research had become the "poster child for doubts about the integrity of psychological research."
Yet while the problems with priming research have been known for years, there is zero hint in Pre-Suasion that the findings being presented are questionable. This means that either Cialdini is unaware of these criticisms (which would be bad), or that he is aware but he decided not to mention it because it would undercut the thrust of his argument (which would be worse). Either way, you should not let a book based on such questionable research influence you.
Why the change? The book largely relies on so-called "priming" research, which is the idea that our decisions are substantially influenced by seemingly trivial elements of one's background environment. For example, in Pre-Suasion we are told that customers are more likely to buy French wine if there is French music playing in the background. Similarly, worker productivity shoots up if they are shown a photo of a runner winning a race, people express more conservative political opinions on questionnaires that include a miniature American flag in the corner, and Parisian men are more likely to help a woman retrieve a stolen phone if they had previously been asked how to get to Valentine Street (because the word Valentine primed them with associations of romance and chivalry).
If these findings seem hard to believe, you may be onto something. Priming has been a hot topic in pop psychology in recent years, but attempts to replicate the findings of many priming studies have failed. As far back as 2012 Daniel Kahneman (who won a Nobel prize for his work in psychology) said that priming research had become the "poster child for doubts about the integrity of psychological research."
Yet while the problems with priming research have been known for years, there is zero hint in Pre-Suasion that the findings being presented are questionable. This means that either Cialdini is unaware of these criticisms (which would be bad), or that he is aware but he decided not to mention it because it would undercut the thrust of his argument (which would be worse). Either way, you should not let a book based on such questionable research influence you.
ByMid-Centurianon July 14, 2017
Excellent information on how to ethically convince customers to buy what you're selling. The twist here is that you can prepare someone to buy by opening up the customer's mind in your favor before the selling even begins!
Written in clear easy to digest language, Doctor Cialdini uses gentle humor and serious case studies. He emphasizes listening as well as selling. All of his conclusions are backed by years of solid research on consumer reactions to sales tecniques. The reference section contains some fascinating primary resource material if the reader wants to dig deeper.
Written in clear easy to digest language, Doctor Cialdini uses gentle humor and serious case studies. He emphasizes listening as well as selling. All of his conclusions are backed by years of solid research on consumer reactions to sales tecniques. The reference section contains some fascinating primary resource material if the reader wants to dig deeper.
ByWally Bockon April 17, 2017
I was pre-pared to like Pre-suasion: A Revolutionary Way to Influence and Persuade, by Robert Cialdini. After all, his earlier work, Influence, was something of a cult classic among those of us who think a lot about persuasive writing. We mined it for insights that helped us write more persuasive copy and referred it to all our friends.
I was also excited because the early part of the book talked about communication as a process, not as an event. My experience in business and as an author and copy writer led me to endorse that position. I used to have a copy of the famous “Man in The Chair” ad right where I could see it when I was writing.
McGraw-Hill’s classic ad first appeared in 1958. It shows a fellow in a plain suit and a bowtie with a scowl on his face sitting in a chair and staring at the reader of the ad. The copy essentially says, “I’ve never heard of you or your company, so what was it you wanted to sell me?”
The ad is a classic. It speaks to the need to have previous communication before you show up and want to sell me something. It seemed like Cialdini’s book was going to meet that need, too. I was prepared to be impressed, but I quit reading at page 146. I don’t abandon many books. Let’s go back to the beginning so you can understand why I didn’t finish this one. In the author’s note, Dr. Cialdini says this:
“Pre-suasion seeks to add to the body of behavioral science information that general readers find both inherently interesting and applicable to their daily lives. It identifies what savvy communicators do before delivering a message to get it accepted.”
Fair enough. I qualify as a general reader. I’m not a psychologist or academic and I’m always looking for information and insights that are both interesting and helpful. I was prepared to be impressed.
The first warning that this might not be the book I expected came on page 4. That’s where Cialdini describes the concept of “anchoring,” but doesn’t use that term at all. I admit to distrusting writers who don’t use common terms to refer to their concepts or don’t mention their colleagues by name to give them credit or share any references to research that comes to different conclusions. I expect that from political speech writers. I don’t expect it from a professor at a major university.
There are good things in this book. An example is the discussion of “single-chute questions” and how they can distort understanding and research findings. Even so, by page 30 I was already getting frustrated. That’s where Cialdini says
“Plenty of research shows that reducing the distance to an object makes it seem more worthwhile.”
That may be true, but a footnote would have been helpful. More helpful would have been an example of the research, complete with names of who did it and how it was structured. You don’t have to show me a lot of the research, but a complete description of one piece of the “plenty” would be nice. Throughout the book, Cialdini refers to studies but offers no descriptions and no footnotes. It makes me wonder about the quality of the research and the validity of his conclusions.
Then there are statements like this one: “Already some data show…” I don’t know what “already” means. Is that research done in the last 10 years or the last 6 months? And I certainly would like to know more about what “some data” is.
By the time I got to page 45, I was making marginal notes about things being very general and facts being stated without support.
Around page 50, he presents a study that he says shows that people make decisions for reasons that aren’t strictly economic. Well, duh! The only people who don’t know that are traditional economists. Human beings know it quite well and a variety of psychologists and behavioral economists have pointed it out.
Even though I was frustrated by extraneous material that didn’t seem to fit and broad statements about research with no details or footnotes. I pushed ahead until I got to page 130. That's where I found this.
“In one university physics class, women students who engaged in such a self-affirmation exercise just twice – once at the outset and once in the middle of the semester – scored better on the course’s math-intensive examinations by a full letter grade.”
I’m pretty sure that if one of Cialdini’s students wrote that in a paper his red comments would cover the page. One physics class? How can that be a valid sample? Better by a full letter grade? Better than what? Better than their peers? Better than they had in another class? Better than other women taking physics? It was enough to make me consider abandoning the book right there.
But, hope springs eternal. I decided to push ahead anyway. I was at page 146 when I finally slammed the book shut for good. That’s where you find this:
“Sleep researchers have noted that in field tests of combat artillery units, teams that are fully rested often challenge orders to fire on hospitals or other civilian targets. But after 24-36 sleepless hours, they often obey superiors’ directives without question and become more likely to shell anything.”
Really? What army is this? Who orders gun crews to fire on hospitals or other civilian targets? Would you like to know? I sure would. Guess what? There’s no footnote for this one, either. That’s where I quit reading.
Bottom Line
There are some good things about Pre-suasion. I’m sure that some of the material is valid and might be helpful. I just don’t know how to figure out which material that is. Instead of being a great sequel to a legendary book, this one is filled with slipshod research, questionable assertions, and sloppy writing. It’s not worth your money or your time
I was also excited because the early part of the book talked about communication as a process, not as an event. My experience in business and as an author and copy writer led me to endorse that position. I used to have a copy of the famous “Man in The Chair” ad right where I could see it when I was writing.
McGraw-Hill’s classic ad first appeared in 1958. It shows a fellow in a plain suit and a bowtie with a scowl on his face sitting in a chair and staring at the reader of the ad. The copy essentially says, “I’ve never heard of you or your company, so what was it you wanted to sell me?”
The ad is a classic. It speaks to the need to have previous communication before you show up and want to sell me something. It seemed like Cialdini’s book was going to meet that need, too. I was prepared to be impressed, but I quit reading at page 146. I don’t abandon many books. Let’s go back to the beginning so you can understand why I didn’t finish this one. In the author’s note, Dr. Cialdini says this:
“Pre-suasion seeks to add to the body of behavioral science information that general readers find both inherently interesting and applicable to their daily lives. It identifies what savvy communicators do before delivering a message to get it accepted.”
Fair enough. I qualify as a general reader. I’m not a psychologist or academic and I’m always looking for information and insights that are both interesting and helpful. I was prepared to be impressed.
The first warning that this might not be the book I expected came on page 4. That’s where Cialdini describes the concept of “anchoring,” but doesn’t use that term at all. I admit to distrusting writers who don’t use common terms to refer to their concepts or don’t mention their colleagues by name to give them credit or share any references to research that comes to different conclusions. I expect that from political speech writers. I don’t expect it from a professor at a major university.
There are good things in this book. An example is the discussion of “single-chute questions” and how they can distort understanding and research findings. Even so, by page 30 I was already getting frustrated. That’s where Cialdini says
“Plenty of research shows that reducing the distance to an object makes it seem more worthwhile.”
That may be true, but a footnote would have been helpful. More helpful would have been an example of the research, complete with names of who did it and how it was structured. You don’t have to show me a lot of the research, but a complete description of one piece of the “plenty” would be nice. Throughout the book, Cialdini refers to studies but offers no descriptions and no footnotes. It makes me wonder about the quality of the research and the validity of his conclusions.
Then there are statements like this one: “Already some data show…” I don’t know what “already” means. Is that research done in the last 10 years or the last 6 months? And I certainly would like to know more about what “some data” is.
By the time I got to page 45, I was making marginal notes about things being very general and facts being stated without support.
Around page 50, he presents a study that he says shows that people make decisions for reasons that aren’t strictly economic. Well, duh! The only people who don’t know that are traditional economists. Human beings know it quite well and a variety of psychologists and behavioral economists have pointed it out.
Even though I was frustrated by extraneous material that didn’t seem to fit and broad statements about research with no details or footnotes. I pushed ahead until I got to page 130. That's where I found this.
“In one university physics class, women students who engaged in such a self-affirmation exercise just twice – once at the outset and once in the middle of the semester – scored better on the course’s math-intensive examinations by a full letter grade.”
I’m pretty sure that if one of Cialdini’s students wrote that in a paper his red comments would cover the page. One physics class? How can that be a valid sample? Better by a full letter grade? Better than what? Better than their peers? Better than they had in another class? Better than other women taking physics? It was enough to make me consider abandoning the book right there.
But, hope springs eternal. I decided to push ahead anyway. I was at page 146 when I finally slammed the book shut for good. That’s where you find this:
“Sleep researchers have noted that in field tests of combat artillery units, teams that are fully rested often challenge orders to fire on hospitals or other civilian targets. But after 24-36 sleepless hours, they often obey superiors’ directives without question and become more likely to shell anything.”
Really? What army is this? Who orders gun crews to fire on hospitals or other civilian targets? Would you like to know? I sure would. Guess what? There’s no footnote for this one, either. That’s where I quit reading.
Bottom Line
There are some good things about Pre-suasion. I’m sure that some of the material is valid and might be helpful. I just don’t know how to figure out which material that is. Instead of being a great sequel to a legendary book, this one is filled with slipshod research, questionable assertions, and sloppy writing. It’s not worth your money or your time
ByDouglas Winslow Cooperon May 25, 2018
“You never get a second chance to make a good first impression” we’ve been advised. Turns out that making a first impression, the opening line or gambit in persuasion, greatly influences the response of the “target” to what follows.
Cialdini doesn’t give this example, but I like it: if you are talking about capital punishment or about foreign orphans, your listener will give you a very different answer if later on asked to spell “euthanasia” (“youth in Asia”). We pay attention to what we are set up to expect.
Dr. Cialdini give many examples of experimental results showing the influence of the preambles to attempts to influence. Sofa or mattress ads with background clouds got buyers to emphasis comfort and pay more than did ads with background coins…for the same set of product options. The texts were the same, but the illustrations were the sub-texts. Many other examples are given, and often the respondents were still influenced weeks later even when having forgotten seeing the ads at all.
Heavily documented, the book is half narrative and half references and notes.
Cialdini’s seminal best-selling book, INFLUENCE, decades old now and still widely cited, discussed the following types of appeals:
Reciprocation: If someone does something for us, we feel obligated to do a favor in return. Not only does the author have studies to show this, he tells how he fell prey himself. Gifts that are meaningful, unexpected, and customized for the recipient are particularly effective.
Liking: Salespeople are urged to try to get the prospects to like them. They are told to dress well, be pleasant, friendly, joke a bit, emphasize commonalities, and provide compliments. Some politicians are careful even to imitate the speaking patterns of their audiences around the country.
Social Proof: I recall there was a play and a song with the title “50 Million Frenchmen Can’t Be Wrong.” This was an appeal to “social proof,” one that held more sway, probably, for the French than it did for the Americans. Still, polls get rapt attention by some, and we are influenced by the preferences of others, sometimes appropriately so.
Authority: If someone who should know tells us something, we are inclined to believe it. Expert opinion is quite persuasive…until contradicted by another expert. Your position on man-made global warming will be strongly influenced by which experts to whom you give credence. Particularly persuasive are those who admit their imperfections up front, then make their points definitively. Cialdini shows how Warren Buffett has mastered this.
Scarcity: “Get it while it’s hot” and “only a few left” and “only x per customer” are variants of the appeal to FOMO, Fear of Missing Out. The perceived values of many things depend in part on utility and scarcity: water in the desert versus at the lake.
Consistency: We like to think of ourselves as consistent, despite Ralph Waldo Emerson’s warning against “a foolish consistency….” It is a virtue of sorts. Mall denizens when asked whether they would sample a new soda flavor agreed much more often when the request was preceded by asking them whether they were adventurous. Most said they were, and most then sampled the new drink, in contrast to what happened when there was no introductory, pre-suasion, question.
These first six were important parts of Cialdini’s INFLUENCE. Subsequently, he has come to add a seventh principal factor of influence: the idea that some others are not merely like us, but are one of us, he terms this
Unity: how we feel about a family member, such as a sibling, as opposed to a friend or colleague. It is not just DNA, although race and ethnicity are often in this category, but some other associations sometimes carry this weight: gender, age, political and religious affiliations. You know it when you feel it: “this person is one of Us.” Much stronger than “like us.” One element is that the conduct of one of the members affects the self-esteem of the others, “we is the shared me.” Actual kinship and the occupying of the same place are two elements that can lead to this feeling, as can moving together, acting together, for example in celebration. Dancing, anyone?
This fascinating book has a wealth of ideas that will make you more aware of the factors that influence you and prepare you to be more skilled when you seek to influence others.
Cialdini doesn’t give this example, but I like it: if you are talking about capital punishment or about foreign orphans, your listener will give you a very different answer if later on asked to spell “euthanasia” (“youth in Asia”). We pay attention to what we are set up to expect.
Dr. Cialdini give many examples of experimental results showing the influence of the preambles to attempts to influence. Sofa or mattress ads with background clouds got buyers to emphasis comfort and pay more than did ads with background coins…for the same set of product options. The texts were the same, but the illustrations were the sub-texts. Many other examples are given, and often the respondents were still influenced weeks later even when having forgotten seeing the ads at all.
Heavily documented, the book is half narrative and half references and notes.
Cialdini’s seminal best-selling book, INFLUENCE, decades old now and still widely cited, discussed the following types of appeals:
Reciprocation: If someone does something for us, we feel obligated to do a favor in return. Not only does the author have studies to show this, he tells how he fell prey himself. Gifts that are meaningful, unexpected, and customized for the recipient are particularly effective.
Liking: Salespeople are urged to try to get the prospects to like them. They are told to dress well, be pleasant, friendly, joke a bit, emphasize commonalities, and provide compliments. Some politicians are careful even to imitate the speaking patterns of their audiences around the country.
Social Proof: I recall there was a play and a song with the title “50 Million Frenchmen Can’t Be Wrong.” This was an appeal to “social proof,” one that held more sway, probably, for the French than it did for the Americans. Still, polls get rapt attention by some, and we are influenced by the preferences of others, sometimes appropriately so.
Authority: If someone who should know tells us something, we are inclined to believe it. Expert opinion is quite persuasive…until contradicted by another expert. Your position on man-made global warming will be strongly influenced by which experts to whom you give credence. Particularly persuasive are those who admit their imperfections up front, then make their points definitively. Cialdini shows how Warren Buffett has mastered this.
Scarcity: “Get it while it’s hot” and “only a few left” and “only x per customer” are variants of the appeal to FOMO, Fear of Missing Out. The perceived values of many things depend in part on utility and scarcity: water in the desert versus at the lake.
Consistency: We like to think of ourselves as consistent, despite Ralph Waldo Emerson’s warning against “a foolish consistency….” It is a virtue of sorts. Mall denizens when asked whether they would sample a new soda flavor agreed much more often when the request was preceded by asking them whether they were adventurous. Most said they were, and most then sampled the new drink, in contrast to what happened when there was no introductory, pre-suasion, question.
These first six were important parts of Cialdini’s INFLUENCE. Subsequently, he has come to add a seventh principal factor of influence: the idea that some others are not merely like us, but are one of us, he terms this
Unity: how we feel about a family member, such as a sibling, as opposed to a friend or colleague. It is not just DNA, although race and ethnicity are often in this category, but some other associations sometimes carry this weight: gender, age, political and religious affiliations. You know it when you feel it: “this person is one of Us.” Much stronger than “like us.” One element is that the conduct of one of the members affects the self-esteem of the others, “we is the shared me.” Actual kinship and the occupying of the same place are two elements that can lead to this feeling, as can moving together, acting together, for example in celebration. Dancing, anyone?
This fascinating book has a wealth of ideas that will make you more aware of the factors that influence you and prepare you to be more skilled when you seek to influence others.
ByRabid Readeron April 26, 2018
I found this an amazingly enjoyable book--which I'd purchased because I'd enjoyed his other work....
First off, Cialdini has a great writing style; he neither talks down to nor over the heads of his audience. That's a big plus for a book intended to inform 'the customer' of the influences used by marketers, flim-flam artists, politicians and the self-taught narcissist next door. This book is not, as he states here and there, a How To manual for the unethical among us, but a Head's Up! for those who are unwittingly subject to influence...which is all of us, apparently.
Although the book is over 400 pages long, only about 200+ are devoted to 'actual book.' The rest of it is bibliography and end-notes. This is not a drawback, IMHO, as the bibliography is necessary in a research-based book, and the end-notes were, well, endlessly interesting. Do Not Fail to read them, if you read the book.
If you like social psychology, politics, behavioral science or are, in fact, the narcissist next door, you'll enjoy reading this.
First off, Cialdini has a great writing style; he neither talks down to nor over the heads of his audience. That's a big plus for a book intended to inform 'the customer' of the influences used by marketers, flim-flam artists, politicians and the self-taught narcissist next door. This book is not, as he states here and there, a How To manual for the unethical among us, but a Head's Up! for those who are unwittingly subject to influence...which is all of us, apparently.
Although the book is over 400 pages long, only about 200+ are devoted to 'actual book.' The rest of it is bibliography and end-notes. This is not a drawback, IMHO, as the bibliography is necessary in a research-based book, and the end-notes were, well, endlessly interesting. Do Not Fail to read them, if you read the book.
If you like social psychology, politics, behavioral science or are, in fact, the narcissist next door, you'll enjoy reading this.
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