Buy new:
$28.80$28.80
FREE delivery March 6 - 17
Ships from: Synapsium Sold by: Synapsium
Save with Used - Good
$16.91$16.91
Ships from: Amazon Sold by: JSK Product Sales

Download the free Kindle app and start reading Kindle books instantly on your smartphone, tablet, or computer - no Kindle device required.
Read instantly on your browser with Kindle for Web.
Using your mobile phone camera - scan the code below and download the Kindle app.

Image Unavailable
Color:
-
-
-
- To view this video download Flash Player
-
-
-
-
-
-
6 VIDEOS
-
Follow the author
OK
Influence: The Psychology of Persuasion, Revised Edition Paperback – December 26, 2006
Purchase options and add-ons
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.
- Print length336 pages
- LanguageEnglish
- PublisherHarper Business
- Publication dateDecember 26, 2006
- Dimensions5.31 x 0.84 x 8 inches
- ISBN-10006124189X
- ISBN-13978-0061241895
There is a newer edition of this item:
Book recommendations, author interviews, editors' picks, and more. Read it now
Frequently bought together

Customers who viewed this item also viewed
Editorial Reviews
Review
“Robert Cialdini has done the impossible: he has improved a masterpiece. The new version of Influence is a marvelously rich and engaging account of the subtle power that people exert on each other.” — Daniel Kahneman, Nobel Prize laureate and author of Thinking, Fast and Slow and Noise
“If there is only one book you’ll ever read, if there is only one expert whose advice you’ll trust, it should be this book and this author, Robert Cialdini.” — Angela Duckworth, author of Grit and founder and CEO of Character Lab
“This is the most important book ever written about the science of persuasion, and it just keeps getting better. I can’t imagine a more fascinating, more practical read.” — Adam Grant, New York Times bestselling author of Think Again and Originals and host of the TED podcast WorkLife
"Anyone who wants their abilities in communication or negotiation to be at their highest level has to read Robert Cialdini's book Influence. Your knowledge base is simply incomplete without it." — Chris Voss, author of the Wall Street Journal bestseller Never Split the Difference
“Influence is now even more practical and powerful. The new principle of unity alone is a game changer. Bravo!” — BJ Fogg, Ph.D., founder of Stanford’s Behavior Design Lab
“The clouds have parted for everyone who wants to dent the universe. A new edition of what is already indispensable just got more so.” — Guy Kawasaki, chief evangelist of Canva and creator of the Remarkable People podcast
"In this update of his classic book, the world's most practical social psychologist shares his wisdom and reveals his charm. There's dynamite here. Please use what you learn with care!" — Richard Thaler, Nobel Prize laureate and author of Nudge and Misbehaving
“If you could read just one book on how to be more effective in business and life, I’d pick Influence. It’s a tour de force that Cialdini has somehow made more marvelous.” — Katy Milkman, professor at the Wharton School, host of the Choiceology podcast, and author of How to Change
“A phenomenal book! Whether you seek to boost sales, strike a better deal, or improve your relationships, Influence offers scienti?cally tested principles that can change your life.” — Daniel L. Shapiro, Ph.D., founder and director of the Harvard International Negotiation Program and author of Negotiating the Nonnegotiable
“Influence richly deserves its status as the de?nitive book on the subject. I learned so much from this revised edition, and so will you.” — Tim Harford, author of The Data Detective (US)/How to Make the World Add Up (UK)
“Prepare to be dazzled. Bob Cialdini is the godfather of in?uence, and the original version of this book is already a classic. Whether you’re trying to in?uence or understand how others in?uence you, this book will show you how.” — Jonah Berger, professor at the Wharton School and author of Contagious and The Catalyst
“A remarkable effort and achievement. Influence remains the brilliantly written treatise on fundamental principles of human behavior, with the addition of a timely new principle.” — Jeffrey Pfeffer, Thomas D. Dee II Professor of Organizational Behavior at the Stanford Graduate School of Business and author of Power: Why Some People Have It—and Others Don’t
“Influence is a modern business classic that has profoundly shaped the ?elds of marketing and psychology. Robert Cialdini’s new edition makes a brilliant book even better, with robust new insights and examples.” — Dorie Clark, author of Reinventing You and executive education faculty, Duke University Fuqua School of Business
“The new Influence is nothing short of a masterpiece. The writing is both timeless and worth reading immediately.” — Joe Polish, founder of Genius Network
“Influence is a must-read for anyone who wants to understand the decision-making process. It is simply essential reading in the canon of psychology and behavioral ?nance.” — Barry Ritholtz, chairman and chief investment of?cer of Ritholtz Wealth Management
“Cialdini has made a classic even better. This updated edition of Influence af?rms its place as one of the most important books on business and behavior of the last ?fty years. The new additions are terri?c.”
— Daniel H. Pink, author of When, Drive, and To Sell Is Human
"Influence is the only book I’ve assigned to my organizational behavior students at Stanford for the last twenty-?ve years. Students love it, and, years later, rave about how helpful it is has been throughout their careers. The new version is even more useful and nuanced— and even more fun to read." — Robert I. Sutton, professor at the Stanford Graduate School of Business and author of seven books, including New York Times bestsellers The No Asshole Rule and Good Boss, Bad Boss
“Like every psychologist I know (and like many thousands of others who are curious about how the world works), I got my start learning about persuasion with Bob Cialdini’s Influence. This revised edition builds so meaningfully on the worn ?rst edition sitting next to my desk—Influence will continue to clarify and inspire the art and science of persuasion for years to come.” — Betsy Levy Paluck, professor of psychology and public affairs, deputy director of the Kahneman-Treisman Center for Behavioral Science and Public Policy, Princeton University
"Robert Cialdini is a pioneer in translating complex scientific work into a fun and digestible form that the rest of us can understand and benefit from. In this updated version of Influence, Cialdini updates what was already a powerhouse book with the latest, cutting edge research and new narratives to masterfully draw the reader in. Influence was always a must read and, now, it is even more so." — Annie Duke, author of Thinking in Bets and How to Decide
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.
About the Author
Robert B. Cialdini, PhD is an award-winning behavioral scientist and author. He is the president and CEO of Influence at Work, focusing on live and virtual keynotes, streaming and online corporate training.
In acknowledgement of his outstanding research achievements and contributions in behavioral science, Dr. Cialdini was elected to the American Academy of Arts & Sciences and the National Academy of Sciences. He has over 230 professional and scientific publications. Robert Cialdini is Regents' Professor Emeritus of Psychology and Marketing at Arizona State University.
Dr. Cialdini is known as the foundational expert in the science of influence and how to apply it ethically in business and elsewhere, and his Principles of Persuasion have become the cornerstone for any organization serious about increasing their effectiveness in sales, leadership, marketing, management and communication. He is a three-time New York Times bestselling author, with more than 5 million copies sold throughout the world. He is frequently referred to as the “Godfather of Influence.”
Excerpt. © Reprinted by permission. All rights reserved.
Influence
The Psychology of PersuasionBy Robert B. CialdiniHarperCollins Publishers
Copyright ©2007 Robert B. CialdiniAll right reserved.
ISBN: 9780061241895
Chapter One
One of the reasons reciprocation can be used so effectively as a device for gaining another's compliance is its power. The rule possesses awesome strength, often producing a "yes" response to a request that, except for an existing feeling of indebtedness, would have surely been refused. Some evidence of how the rule's force can overpower the influence of other factors that normally determine whether a request will be complied with can be seen in a second result of the Regan study, Besides his interest in the impact of the reciprocate rule on compliance Regan was also interested in how liking for person affects the tendency to comply with that person's request. To measure how liking toward how affected the subjects' decisions to buy his raffle tickets, Regan had them fill out several rating scales indicating how much they liked Joe. He then compared their liking responses with the number of tickets they had purchased from Joe. There was significant tendency for subjects to by more raffle tickets from Hoe the more they liked him. But this alone is hardly a startling finding. Most of us would have guessed that people are more willing to do a favor for someone they like.
The interesting thing about the Regan experiment, however, is that the relationship between liking and compliance was completely wiped out in the condition under which subjects had been given a Coke by Joe. For those who owed him a favor, it made no difference whether they liked him or not; they felt a sense of obligation to repay him, and they did. The subjects in that condition who indicated that they disliked Joe bought just as many of his tickets as did those who indicated that they liked him. The rule for reciprocity was so strong that it simply overwhelmed the influence of a factor—liking for the requester—that normally affects the decision to comply.
Continues...
Excerpted from Influenceby Robert B. Cialdini Copyright ©2007 by Robert B. Cialdini. Excerpted by permission.
All rights reserved. No part of this excerpt may be reproduced or reprinted without permission in writing from the publisher.
Excerpts are provided by Dial-A-Book Inc. solely for the personal use of visitors to this web site.
Product details
- Publisher : Harper Business; Revised edition (December 26, 2006)
- Language : English
- Paperback : 336 pages
- ISBN-10 : 006124189X
- ISBN-13 : 978-0061241895
- Item Weight : 9.8 ounces
- Dimensions : 5.31 x 0.84 x 8 inches
- Best Sellers Rank: #49,188 in Books (See Top 100 in Books)
- #61 in Marketing & Consumer Behavior
- #1,156 in Success Self-Help
- #1,181 in Motivational Self-Help (Books)
- Customer Reviews:
Videos
Videos for this product
2:19
Click to play video
After much thought, here's what I really think
Tom J.
Videos for this product
0:55
Click to play video
This Book Has Changed the Way I Think - Here's Why
→ Aaron M
Videos for this product
2:11
Click to play video
Watch Before Buying - Use Influence For Good Deeds
✅ Paulo Recommends
Videos for this product
10:37
Click to play video
Review Influence The Psychology of Persuasion
Review
About the author

Dr. Robert Cialdini, thought leader in the field of Influence, has spent his entire career conducting, testing, analyzing, and publishing peer-reviewed scientific research on what causes people to say “Yes” to requests. The results of his research, his ensuing articles, and his New York Times bestselling books have earned him an acclaimed reputation as a respected scientist and engaging storyteller.
Robert Cialdini’s books, including his New York Times Bestselling Influence and Pre-Suasion, have sold more than seven-million copies in 44 different languages.
Dr. Cialdini is known globally as the foundational expert in the science of influence and how to apply it ethically in business. His Principles of Persuasion have become a cornerstone for any organization serious about effectively increasing their influence. As a keynote speaker, Dr. Cialdini has earned a world-wide reputation for his ability to translate the science through valuable and memorable stories. These on-stage stories are both dramatic and indelible leading to long-term applications. Because of all of this, he is frequently regarded as “The Godfather of Influence”.
Dr Cialdini is Regents’ Professor Emeritus of Psychology and Marketing at Arizona State University. Dr. Cialdini received his PhD from University of North Carolina and post doctoral training from Columbia University. He holds honorary doctoral degrees (Doctor Honoris Causa) from Georgetown University, University of Social Sciences and Humanities in Wroclaw, Poland and University of Basil in Switzerland. He has held Visiting Scholar appointments at Ohio State University, the University of California, the Annenberg School of Communications, and the Graduate School of Business of Stanford University.
Dr. Cialdini is known globally as the foundational expert in the science of influence and how to apply it ethically in business. His Principles of Persuasion have become a cornerstone for any organization serious about effectively and ethically increasing their influence.
In acknowledgement of his outstanding research achievements and important contributions to world knowledge , Dr. Cialdini has been elected to the American Academy of Arts & Sciences and the National Academy of Sciences.
As a keynote speaker, Dr. Cialdini has earned a world-wide reputation for his ability to translate the science through valuable and memorable stories. These on-stage stories are both dramatic and indelible leading to long-term applications.
Because of all of this, Robert Cialdini is frequently regarded as “The Godfather of Influence”.
Customer reviews
Customer Reviews, including Product Star Ratings help customers to learn more about the product and decide whether it is the right product for them.
To calculate the overall star rating and percentage breakdown by star, we don’t use a simple average. Instead, our system considers things like how recent a review is and if the reviewer bought the item on Amazon. It also analyzed reviews to verify trustworthiness.
Learn more how customers reviews work on AmazonCustomers say
Customers find the book's content engaging and readable. They appreciate the insightful examples and practical information. Many describe it as an entertaining, enjoyable read with valuable insights. The book provides strategies for guarding against situations where influence can be used. Readers appreciate the author's firm grasp on the subject and how the theories stick.
AI-generated from the text of customer reviews
Customers find the book readable and engaging. They say the content is worth studying, and it explains many principles well with great illustrations. The book is useful for them in daily life, with snappy prose and engaging ideas.
"...the other weapons of influence, it provides a convenient shortcut for determining how to behave but, at the same time, makes one who use the..." Read more
"...Robert Cialdini lays out his ideas and research into the psychology of persuasion, with adroit research, that comes off as absolutely brilliant...." Read more
"...This is a great reading overall, informative, entertaining and useful for our daily life, to notice things to stop us from buying something we don't..." Read more
"...It is a tremendous guide for me as I read a plethora of "normal" marketing books (by normal I mean without the psychological slant)and am able to..." Read more
Customers appreciate the book's insights. They find it provides practical information and strategies for recognizing and using influence. The book combines scientific scholarship with an engaging, lucid style. Readers mention that the different spheres of influence are extremely powerful.
"...It provides us with a reasonable and gainful orientation to the world...." Read more
"...a thesis on the subconcious underpinnings that causes different persuasive techniques to work...." Read more
"...these "Weapons of Influence" are morality-neutral - they can be used for good or for evil...." Read more
"...These chapters include Reciprocation, Commitment and Consistency, Social Proof, Liking, Authority, and Scarcity. Why just six weapons?..." Read more
Customers find the book entertaining and engaging. They appreciate the author's personal experiences, anecdotes, and real-life events. The book is described as informative and not boring.
"...I usually take my time reading books, but this one was so interesting and informative that I couldn't stop reading it...." Read more
"...This is a great reading overall, informative, entertaining and useful for our daily life, to notice things to stop us from buying something we don't..." Read more
"...The book as a total was a pleasure to read, and the illustrations were sometimes captivating...." Read more
"...All of them are backed up by sociological studies, real-life events, some statistics, etc...." Read more
Customers appreciate the book's timeless content. They find it relevant and say it's the original source of the ideas.
"This one is considered a classic in its field, and I found it to genuinely be a very good read, particularly from my perspective as an old HUMINTer...." Read more
"...This is a classic, was one of the first standouts on the topic, and it does contain a lot of valuable insight—I’ve marked my copy up so much..." Read more
"...simply just care about communication and influence in general, this book is a classic." Read more
"...It is a classic and I look forward to reading more on this topic especially from the author." Read more
Customers find the book useful for preventing and countering influence. It provides strategies for guarding against situations and defending against it. Readers describe it as a valuable self-defense tool that offers specific techniques to counter tactics. The book is considered a must-read for self-defense, with a variety of tactics.
"...is a great reading overall, informative, entertaining and useful for our daily life, to notice things to stop us from buying something we don't want..." Read more
"...will do anything for those who encourage their dreams, justify their failures, allay their fears, confirm their suspicions, and help them throw..." Read more
"...the science behind why it is so effective, and providing strategies for guarding against situations where this influence might be abused...." Read more
"...No matter what profession your in this book is jammed packed with a variety of tactics...." Read more
Customers find the book helpful for gaining a better understanding of commitment and consistency. They appreciate the author's firm grasp on the subject and find the theories in it useful for relationships both personal and business. The book is described as a guide to successful relationships, including friendships, marriage, and business.
"...The theories definitely stick and it is one of the books you will remember most in your life. -Ken Flemming..." Read more
"...These chapters include Reciprocation, Commitment and Consistency, Social Proof, Liking, Authority, and Scarcity. Why just six weapons?..." Read more
"...CONSISTENCY - What those around us think is true of us is enormously important in determining what we ourselves think is true...." Read more
"...We learn about Weapons of Influence, Reciprocation, Commitment and Consistency, Social Proof, Liking, Authority, and Scarcity...." Read more
Customers have mixed opinions about the pacing of the book. Some find it thought-provoking and frightening, while others feel the writing is inconsistent and rambles at times. The stories also seem contrived to some readers.
"...Without it our lives would be difficult, erratic, and disjointed...." Read more
"...for those who encourage their dreams, justify their failures, allay their fears, confirm their suspicions, and help them throw rocks at their..." Read more
"...in it, this book feels bloated with excessive explanation and can drag on at times...." Read more
"This book is a compelling at a times frightening read...." Read more
Customers find the content outdated. They mention the references, examples, and concepts are old-fashioned. The book looks outdated and doesn't fully take into account current practices. There is no new research from 1994 to the present.
"...Some of the material is a bit dated and doesn't fully take into account our social media, instant access online world...." Read more
"...Even though this is the latest volume, it still looks a bit old...." Read more
"...My two complaints are that that (1) often those examples feel very dated and (2) along with the description of each weapon of influence, the author..." Read more
"...The book is a bit outdated and I wonder how much different it would be if it spoke about more recent sales tools and new technologies we are..." Read more
Reviews with images

Real eye opener!
Top reviews from the United States
There was a problem filtering reviews right now. Please try again later.
- Reviewed in the United States on September 8, 2013Robert best summarizes the premise of his book: "Although there are thousands of different tactics that compliance practitioners employ to produce yes, the majority fall within six basic categories. Each of these categories is governed by a fundamental psychological principle that directs human behavior and, in so doing, gives the tactics their power. The book is organized around these six principles, one to a chapter. The principles--consistency, reciprocation, social proof, authority, liking, and scarcity--are each discussed in terms of their function in the society and in terms of how their enormous force can be commissioned by a compliance professional who deftly incorporates them into requests for purchases, donations, concessions, votes, assent, etc."
Below are key excerpts from this book that I found particularly insightful:
1- "The impressive aspect of the rule for reciprocation and the sense of obligation that goes with it is its pervasiveness in human culture. It is so widespread that after intensive study, sociologists such as Alvin Gouldner can report that there is no human society that does not subscribe to the rule. And within each society it seems pervasive also; it permeates exchanges of every kind."
2- "The reciprocation rule brings about mutual concession in two ways. The first is obvious. It pressures the recipient of an already made concession to respond in kind. The second, while not so obvious, is pivotally important. Just as in the case of favors, gifts. or aid, the obligation to reciprocate a concession encourages the creation of socially desirable arrangements by ensuring that anyone seeking to start such an arrangement will not be exploited."
3- "Certainly, then, good personal consistency is highly valued in our culture. And well it should be. It provides us with a reasonable and gainful orientation to the world. Most of the time we will be better off if our approach to things is well laced with consistency. Without it our lives would be difficult, erratic, and disjointed. But because it is so typically in our best interests to be consistent, we easily fall into the habit of being automatically so, even in situations where it is not the sensible way to be. When it occurs unthinkingly, consistency can be disastrous."
4- "Once an active commitment is made, then, self-image is squeezed from both sides by consistency pressures. From the inside, there is a pressure to bring self-image into line with action. From the outside, there is a sneakier pressure--a tendency to adjust this image according to the way others perceive us."
5- "The tendency to see an action as more appropriate when others are doing it normally works quite well. As a rule, we will make fewer mistakes by acting in accord with social evidence than contrary to it. Usually, when a lot of people are doing something, it is the right tiling to do. This feature of the principle of social proof is simultaneously its major strength and its major weakness. Like the other weapons of influence, it provides a convenient shortcut for determining how to behave but, at the same time, makes one who use the shortcut vulnerable to the attacks of profiteers who lie in wait along its path."
6- "These results suggest an important qualification of the principle of social proof. We will use the actions of others to decide on proper behavior for ourselves, especially when we view those others as similar to ourselves."
7- "Few people would be surprised to learn that, as a rule, we most prefer to say yes to the requests of someone we know and like. What might be startling to note, however, is that this simple rule is used in hundreds of ways by total strangers to get us to comply with their requests."
8- "Compliance professionals are forever attempting to establish that we and they are working for the same goals, that we must "pull together" for mutual benefit, that they are, in essence, our teammates."
9- "This paradox is, of course, the same one that attends all I major weapons of influence. In this instance, once we realize that obedience to authority is mostly rewarding, it is easy to allow ourselves the convenience of automatic obedience. The simultaneous blessing and bane of such blind obedience is its mechanical character. We don't have to think; therefore, we don't. Although such mindless obedience leads us to appropriate action in the great majority of cases, there will be conspicuous exceptions--because we are reacting rather than thinking."
10- "The evidence, then, is clear. Compliance practitioners' reliance on scarcity as a weapon of influence is frequent, wide-ranging, systematic, and diverse...The first is familiar. Like the other weapons of influence, the scarcity principle trades on our weakness for shortcuts. The weakness is, as before, an enlightened one. In this case, because we know that the things that are difficult to possess are typically better than those that are easy to possess, we can often use an item's availability to help us quickly and correctly decide on its quality. Thus, one reason for the potency of the scarcity principle is that, by following it, we are usually and efficiently right.In addition, there is a unique, secondary source of power within the scarcity principle: As opportunities become less available, we lose freedoms; and we hate to lose the freedoms we already have."
11- "Very often in making a decision about someone or something, we don't use all the relevant available information; we use, instead, only a single, highly representative piece of the total. And an isolated piece of information, even though it normally counsels us correctly, can lead us to clearly stupid mistakes--mistakes that, when exploited by clever others, leave us looking silly or worse."
12- "We are likely to use these lone cues when we don't have the inclination, time, energy, or cognitive resources to undertake a complete analysis of the situation. Where we are rushed, stressed. uncertain, indifferent, distracted, or fatigued, we tend to focus on less of the information available to us. When making decisions under these circumstances, we often revert to the rather primitive but necessary single-piece-of-good-evidence approach. All this leads to a jarring insight: With the sophisticated mental apparatus we have used to build world eminence as a species, we have created an environment so complex, fast-paced, and information-laden that we must increasingly deal with it in the fashion of the animals we g ago transcended."
- Reviewed in the United States on February 20, 2011Language is my passion. I love it more than that early morning sunrise, that crisp smell of the first fall day, or the still picture of the outside world out my window on a dead end street after the first snow. I write books, I tell stories, I sell things to people, I make people feel better, I guide them through their problems, I solicit favors, and I make people see the world the way I see it. I'm part of Toastmasters International, I write cover articles online websites, I go through and edit people's papers for them in college for extra money here and there. I know that no matter what happens to this country, whether it collapses or it continues to grow, I will always be okay, because I have the ability to talk to people, sell to people, and persuade people of almost anything.
I started reading this book about a year ago and read it in a day. I usually take my time reading books, but this one was so interesting and informative that I couldn't stop reading it. It is a bit dry, I feel its more analytical and scientific than it is mechanical--for a book on the mechanics of persuasion, I would suggest Maximum Influence by Kurt W. Mortensen or Persuasion: The Art of Getting What You Want from David Lakhani, these two books are much more mechanical--in fact, I consider Maximum Influence to be a sort of companion (though it is not really meant to be that way) to Influence.
Robert Cialdini lays out his ideas and research into the psychology of persuasion, with adroit research, that comes off as absolutely brilliant. He begins the book with Weapons of Influence, where he skillfully sets the stage for everything that is to come, and details many basic techniques that we've probably all had done to us by one salesperson or another. Every find yourself buying a computer and, as you're standing at the counter and its been rang up, they bring up a warranty, after you decide on the warranty for a couple hundred, then they bring up tech support, then antivirus software, and by the time your done, your six hundred dollar computer purchase has ballooned to a hefty 1,000 or 1,200 dollar purchase, and your scratching your head, trying to justify the cost with everything you're getting. We've all probably been there once or twice, with one thing or another. He explains this process, why it works, a long with a dozen of others.
Chapter 2 is reciprocation. A friend of mine went to a three day conference, for which, for lunch that day, they took everyone to a pizza place, and treated for the pizza. Now, you were allowed to drop the course and get a 75% refund, if you didn't like the program on the first day. When he talked to people at the end of the three days, none of them feeling really content with the whole program, they all said they had they had thought about dropping out, but it didn't feel right with them taking them out for pizza the first day. This is the act of reciprocation at its finest. The conference cost 1,500 a person, there were ten people, and they got food for the three days, which probably cost them a little more than 300 dollars, and no one wanted to speak up about feeling as if they weren't getting what they wanted. Reciprocation can be done on smaller scale, and is done everyday, with a small trinket, a bonus gift, or something else.
Chapter 3: Commitment and Consistency: This chapter powerfully lays out how people will act under the feel of obligation, how, if someone is guided in their beliefs, their need to be consistent will push them to act against even their own wants. A good example of this, though maybe not a pleasant one, would be a guy who talks to a woman, asks her if she thinks of herself as adventurous and entertaining and looking for new experiences, and then asks her to go some place with him, and when she firsts refuses, challenge her with her own words.
Chapter 4: Social Proof- People find it hard to act against the current. The stories he talks about in here so some of the darksides of social proof, but, that it can be used to instantly make you appear different to others is also invaluable. It also shows a clear psychology to why people act against their best interest sometimes.
I feel this review may have gotten away from me. There is just so much in this book. The next three chapters, Liking, authority, and scarcity, you'll just have to read to get the depth of this book and its potential. By now though, you probably can see how this book lays out so clearly the ways these techniques can be used and by knowing them, you can spot them when they're being used on you, and you can use them to get what you want.
Other books I'd recommend are The Sceince of Influence by Kevin Hogan, Maximum Influence by Kurt W. Mortensens, Persuasion The Art Of Getting What You Want by Dave Lakhani, and The Art of Speed Reading People by Paul D. Tieger and Barbara Barron Tieger.
Top reviews from other countries
- vishnusagarReviewed in Canada on October 4, 2024
5.0 out of 5 stars A Must-Read for Understanding Persuasion!
Influence: The Psychology of Persuasion by Robert Cialdini is a phenomenal book that every marketer, salesperson, and anyone interested in the art of persuasion should read. Cialdini dives deep into the psychology behind why people say “yes” and how to apply these principles in everyday situations.
The book is structured around six key principles of influence, each backed by research and compelling examples. Cialdini’s writing style is engaging and accessible, making complex psychological concepts easy to understand. I particularly appreciated the real-world applications and the ethical considerations he emphasizes, ensuring that persuasion is used responsibly.
What stands out is how the principles can be applied not only in professional settings but also in personal relationships. It’s eye-opening to see how often we encounter these principles in daily life, often without even realizing it.
Overall, this book is insightful, informative, and a fantastic resource for anyone looking to enhance their persuasive skills. I highly recommend it!
- Cliente AmazonReviewed in Brazil on February 28, 2021
5.0 out of 5 stars Amazing!
What a great book ! We feel whole connected with the author and can improve a lot our influence skills! Totally recommend it.
-
Alex SalgueroReviewed in Mexico on December 20, 2020
5.0 out of 5 stars Excelente libro!
Increíble libro!
Esta basado en estudios y no solo en experiencias personales, definitivamente te da otra visión de cómo acercarse al público objetivo con estrategias ideales y específicas para influir en ellos.
-
DavidReviewed in the Netherlands on October 16, 2020
5.0 out of 5 stars Super boek, erg goed toe te passen.
Het boek is erg goed geschreven. Er zijn veel aha-momenten die helpen om de informatie in het boek toe te kunnen passen. Verder is het boek ook geschreven op een prettige manier.
-
Dr. AndiReviewed in Germany on June 13, 2019
5.0 out of 5 stars Ein kurzweiliges Buch über die fiesen Tricks von Gebrauchtwagenhändlern und Vertretern
Ich hatte das Gefühl, dieses Buch schon einmal gelesen zu haben. Denn Auszügen aus diesem Buch war ich bereits in On-line Kursen und anderen Büchern begegnet, denn es ist voll von witzigen und lehrreichen Geschichten.
Ein sehr lesenswertes Buch, auch wenn es insgesamt etwas zu lang geraten ist. Man lernt, welche Tricks einen Menschen dazu bringen einen Handel einzugehen. Niemand ist vor diesen Tricks sicher, aber es hilft sie zu kennen.
Dieses Buch ist nicht als Anleitung gedacht, dieses Tricks selber zu erlernen, aber man kann es auch dazu verwenden.
Es könnte strukturierter sein, mit etwas weniger Beispielen und dafür kurzen Kapitel-Zusammenfassungen der wichtigsten Punkte: deshalb könnte man aus meiner Sicht einen Stern abziehen. Aber die Beispiele sind oft auch recht lustig und kurzweilig, und wenn man sich selbst die wichtigsten Dinge herausschreibt, dann braucht es auch keine Kapitel-Zusammenfassungen. Ich kann dieses Buch sehr empfehlen an alle, die besser verstehen wollen warum sie immer mal wieder etwas tun oder kaufen, ohne sich hinterher wirklich erklären zu können warum.