influence: The Psychology of Persuasion

influence: The Psychology of Persuasion

by Robert B Cialdini PhD


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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.

Product Details

ISBN-13: 9780061241895
Publisher: HarperCollins Publishers
Publication date: 12/26/2006
Series: Collins Business Essentials
Pages: 336
Sales rank: 13,502
Product dimensions: 5.20(w) x 7.90(h) x 0.90(d)

About the Author

Robert B. Cialdini, Ph.D. holds dual appointments at Arizona State University. He is a W. P. Carey Distinguished Professor of Marketing and Regents' Professor of Psychology, and has been named Distinguished Graduate Research Professor. Dr. Cialdini is also president of Influence At Work, an international training and consulting company based on his groundbreaking body of research on the ethical business applications of the science of influence.

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Influence: The Psychology of Persuasion 3.8 out of 5 based on 0 ratings. 64 reviews.
Dave_Donelson More than 1 year ago
To understand why your marketing plans work or don't work, you need to look deep into what goes on in your customer's head. That's where this book takes you. It's a classic work on persuasion that will show you not only why behavior can be altered, but how to do it. The author, Robert Cialdini, is a professor of marketing at Arizona State as well as president of a consulting company specializing in ethical persuasion. Unlike my book on the subject, The Dynamic Manager's Guide to Marketing and Advertising (which draws heavily from the stories of business owners), some of the material here might be a little technical for the casual reader, but the serious business reader will find it worth the effort. Marketers, sales people, and managers of all stripes should take the time to understand the concepts in this substantive work.
Sally__ More than 1 year ago
It's a solid book. Fascinating, easy to read. If you've already read other psychology books some of the studies Cialdini refers too might already be familiar to you.
Anonymous More than 1 year ago
I didn't think the book would be that fascinating! It has been a great read. It is beneficial in learning how we are influenced on a day to day basis and how we can stop it. The stories that are included, at times, are mind-blowing. I'm shocked at what we can be influenced to do.
lauriebrown54 on LibraryThing More than 1 year ago
Author Cialdini began the research that would lead to this book when he got tired of being taken advantage of. He¿s not unintelligent, yet he would find himself talked into buying things he didn¿t want at all. What was happening? It turns out that there are some basic ways that humans are influenced, and most people follow them without questioning. Some are just the easy way to deal with situations, while some actually create discomfort when one refuses to follow the social conventions. Cialdini breaks it all down into six methods of getting people to do things the way the user wants them to: reciprocation- if someone does something for you, no matter how small, you must then do what they want you to do, hence all those charities that send you return address labels; commitment and consistency-if they can get you to establish yourself as something, say, someone who likes to go out to dinner by asking you about your habits in a survey, then ask you to buy a coupon book for dining out, you are more apt to buy the thing rather than risk the image built in the survey; social proof- if other people think a certain way, so should you- the canned laughter on sitcoms is the most common use of this; liking- this comes into play in ploys like Tupperware parties, where because the person benefiting is your friend you feel you *have* to buy something, it is brought into play by having the seller be someone attractive and dress like and have similar values to you; authority- 9 out of 10 doctors recommend this drug!; and scarcity- hurry, only 10 left! -or limited edition items. We¿ve all seen these ploys; we¿ve all fallen prey to them. The author gives a few suggestions as to how to prevent yourself from doing so in the future. Basically it comes down to being willing to break social rules, like the one of reciprocity. One must remember to think about every interaction where someone wants something from you, rather than running on auto pilot. It¿s an interesting book. Not only does Cialdini have a lot of studies to back up his thesis, but he¿s an entertaining writer.
realistTheorist on LibraryThing More than 1 year ago
Using a wide range of examples, from salesmen to prison interrogators to data gathered in sociology experiments, Cialdini shows various methods used to influence people.He classifies the "influences" into major categories, and provides suggestions about how to deal with them.Unlike some other authors, Cialdini does not take a cynical attitude and conclude that we're all irrational, because we can be influenced. His is a positive and scientific approach. He explains why we might make certain errors and be influenced in certain ways, and shows that there ways to correct our mistakes.Not an earth-shattering book if one has read similar ones (say, about sales-techniques). If one has not, then this is a good place to start.
ParryHotter on LibraryThing More than 1 year ago
A good review of literature in easy to read format. A must for sales and marketing folks looking to dig deeper. However most of the research comes from college students in the USA so it may be more narrow than indicated. Great way to be on the lookout for manipulation as well.
itst on LibraryThing More than 1 year ago
This book was recommended to my by a collegue & friend. We are working in the field of online community management.Mr Cialdini shares a lot of stories and thoughts on the subject at hand. Each "technique" is backed by examples and narrated studies (complete with references). In contrast to other books on this subject is seems very well recherched and is, despite the topic, fun to read.
rightantler on LibraryThing More than 1 year ago
This is a classic. Covering Reciprocity, Commitment and consistency, Social proof, Liking, Authority and Scarcity it is a definitive introduction to how we are influenced. Many of the examples may now seem old hat, but a quick study of tv advertising suggests that they are more relevant not less.
red.yardbird on LibraryThing More than 1 year ago
Been wanting to read something by Cialdini for a while, actually ever since I listened to one of his lectures - which was great. A day after I finished it, someone stopped us in the street selling timeshare. The commitment-consistency; contrast & reciprocity techniques were all there in the pitch (...and we didn't buy) [Sep-07:]
ennui2342 on LibraryThing More than 1 year ago
Required reading for all marketing professionals. The book details the most common approaches to influencing the decisions of others, backed up by the authors time spent infiltrating direct marketing companies and the like. Offers handy hints on how to spot when you're being manipulated and how to handle it.A very enjoyable read, should leave you much more aware of how you're being played next time you're in the market for a used car.
Anonymous More than 1 year ago
Lots of great information
Anonymous More than 1 year ago
Read this book after hearing the author discuss the topics stated in this book on some of my favorite podcasts. Fascinating research and very informative in helping readers navigate their way through the unconscious and mechanical responses we have to the everyday situations that bombard us.
Anonymous More than 1 year ago
The Psychology of Persuasion by Robert Cialdini aims to draw attention to various tools that people use to influence others. It is an easy and interesting read, meant for a very broad audience. I enjoyed it way more than I had expected to. Some parts even made me laugh out loud, which is a rarity when I read. It was both entertaining and informational, however it was unnecessarily long. He provided a lot of examples to support his points, most of which were interesting and relevant, just redundant, because his arguments were simple enough as it is. The examples he used to support his claims were mostly anecdotal, but there were also a good deal of historical and scientific ones. They are pretty unbiased for the most part, and have obviously been specifically chosen to prove what he was saying. But, there are probably very few, if any, examples to disprove what he is saying. I agreed with a lot of what he discussed. The situations he goes over, most of us have likely encountered at some point, which make the book easy to relate to, easy to understand, and agree with. The book is presented in a very organized, easy-to-understand manner, which makes it accessible to such a broad audience. The intended audience is everyone from young adulthood onward, because not only can the tools discussed in the book benefit them as consumers, they can also benefit them as people of society- in both attempting to persuade others and evading the persuasion of others in situations not even relating to sales. The book definitely succeeded in reaching its audience. Overall, Cialdini does a good job in clearly, effectively, and engagingly conveying his objectives in the book. It is organized nicely by principle and goes through an anecdotal introduction, examples, other significances of the principle with more examples, and "how to say no" to each. With this format, he is very successful in his objectives in writing the book and answering his original two main questions, as given before. He could also be more succinct in introducing each of the chapters. Still, I enjoyed the book, way more than I had expected to, and would recommend it to others. It was a really engaging read, and provides really useful knowledge that everyone can benefit from.
Sirguane More than 1 year ago
If you enjoy learning more about how we are influenced and how we influence others, this is an interesting book. There are lots of nuggets to supplement any interest in human behavior and considerable food for thought - including many examples. Although not a difficult book to enjoy, I found I read it in several smaller sessions so as to fully absorb as much information as possible. The author demonstrates in-depth knowledge of the subject and presents it well.
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Anonymous More than 1 year ago
I bought this book to help me make my writing more persuasive, but found the insights and tips helpful for many situations. I will never again be at a loss for words to deflect pushy and manipulative sales people (or certain relatives!).
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happywifemomathletecareer More than 1 year ago
Clinical studies backed up by vividly told stories make this an entertaining read. The information contained is stunning, almost frightening. I was amazed at how easily we are influenced by the smallest things. This has positively affected my success at work (sales), parenting and as a wife. Absolute must read.
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