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Robert B. Cialdini

Influence: The Psychology of Persuasion Paperback – 4 August 2009

by Robert B Cialdini (Author)

5,138 ratings

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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.

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Product details

Paperback : 336 pages
ISBN-10 : 006124189X
ISBN-13 : 978-0061241895
Dimensions : 13.49 x 2.13 x 20.32 cm
Publisher : HarperCollins - US; Revised ed. edition (4 August 2009)
Language: : English

Best Sellers Rank: 1,673 in Books (See Top 100 in Books)
- 7 in Marketing & Consumer Behaviour
- 30 in Popular Applied Psychology
- 68 in Business Motivation & Self-Improvement (Books)

Customer Reviews:
5,138 ratings

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For marketers, this book is among the most important books written in the last ten years.--Journal of Marketing Research

The material in Cialdini's Influence is a proverbial gold mine.--Journal of Social and Clinical Psychology

Influence should be required reading for all business majors.--Journal of Retailing

This book will strike chords deep in the hearts and psyches of all of us.--Best Sellers Magazine

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.

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Eye Opening

Reviewed in Australia on 19 November 2018

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This book outlines techniques used to persuade you by salesmen, hawkers, charities or people with hidden agendas.

It explains how these techniques can be used to manipulate and/or exploit you/others psychologically and why. There is example provided for each techniques and explained in detail.

This is a very effective resource to use in or against sales. Looking forward to reading more by Robert Cialdini.

3 people found this helpful

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Stephen Hitchings

Practical psychology at its best

Reviewed in Australia on 24 March 2018

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This is a very powerful and important book discussing the power of motivation from a practical point of view. Written very simply, it shows how psychology can be used to get what you want without causing harm to anyone else.

3 people found this helpful

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Karen Purves

Still relevant

Reviewed in Australia on 3 January 2019

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It is old now but still relevant. I indulged myself by having audible and kindle. A great way to take in the information even at 2x speed on audible.

4 people found this helpful

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Best sales or negotiation book i've read

Reviewed in Australia on 7 June 2019

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Brilliant book that goes through the 6 techniques of influence in detail. Loved it

One person found this helpful

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Nick kershaw

A MUST read book

Reviewed in Australia on 27 March 2020

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I have used this book to give me background knowledge on how people behave the way they do especially with regard to purchasing.
It contains many pertinent, real-life examples and ought to be read by anyone who ever buys or sells things - that is, everybody

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Paul

Persuasion 101

Reviewed in Australia on 22 May 2020

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This is a great insight into the world of persuasion and it’s use by compliance professionals and importantly it’s misuse by other more nefarious parties. Will be using this knowledge gained to help guide me through the increasingly information overloaded world we live in.

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JPF

An interesting Read

Reviewed in Australia on 16 May 2015

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An interesting read. Started off really engaging and then became a bit repetitive about two thirds of the way in. He goes over the basic psychological influencers in quite a bit of detail with examples and studies which is really good. Worth reading if you are new to psychology or you're just interested in seeing what its all about.

5 people found this helpful

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PICarl

Easy to follow. Shows how we are influenced without our realising it and how to prevent it.

Reviewed in Australia on 3 September 2016

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Excellent book.
I learnt a lot.
Easy to follow. Shows how we are influenced without our realising it and how to prevent it.

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Stiven Skyrah

If you haven't read it, then you should.

Reviewed in the United Kingdom on 4 March 2018

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Summary: This book can’t be summarized. It can only be very, very strongly recommended.

Recommended? YES. Buy it now if you haven’t read it.

Table of contents:
1 Weapons of Influence
2 Reciprocation: The Old Give and Take…and Take
3 Commitment and Consistency: Hobgoblins of the Mind
4 Social Proof: Truths Are Us
5 Liking: The Friendly Thief
6 Authority: Directed Deference
7 Scarcity: The Rule of the Few

Notes:
Below are my key takeaways and some interesting points, but I’m telling you. Buy it. Read it. Trust me.

* Expensive implies quality. Example: gems in a jewel case that weren’t selling were marked up and then sold at a “discount” to the markup (a price higher than the original price), and they sold like hotcakes.
* Power of contrast. Example: If you go into a men’s store they’ll try and sell you an expensive suit before the sell you the expensive jumper because the contrast makes the sweater appear more affordable.
* Reciprocity. Example: If someone buys you something (say, a Coke), you’re more likely to buy something from them (say, raffle tickets).
* Concession. Example: If someone tries to sell you something and you pass (say $5 of $1 raffle tickets), they’ll try and sell you something less, that you’ll end up buying because you feel bad (1 $1 raffle ticket). Another term used here is “reject then retreat.”
* Commitment leads to consistency leads to collaboration. Example: During the Korean war, the Chinese got American soldiers to make public commitments of various things. Then they made those commitments even more public, which the American soldiers had to stand by to be consistent. That consistency then led them down a path of minor forms of collaboration – without them really thinking about it as such.
* Writing something down, even privately, strengthens your commitment to something.
* People like and believe in commitment because their image and reputation are on the line (i.e. the Chinese concentration camp example above).
* People like more what they struggle to get, even if it’s not that good. Example: frats (hey, it’s in the book, don’t hate the messenger).
* People like to feel they have control over a decision – even if they really don’t.
* The power of social proof, or the idea that if others do it it’s good. Example: introverted pre-schoolers who saw introverted kids become social in a movie were more inclined to go play. Another example: cults. People follow the crowd because they believe in the “wisdom” of the crowd.
* Convince and you shall be convinced. Example: cults, where people who convince or convert others become more convinced (that’s why so many are evangelical).
* Assign responsibility if you want things done. Example: a stabbing that took place over many minutes had 38 witnesses…it happened cause everyone figured someone else would call the police.
* The power of copycats that’ll play on social proof. Example: if you find a wallet of someone like you and you’re more likely to return it (it’s true). Another (scary) example: more suicides when the press publicizes a suicide…more fatal “accidents” too.
* Liking is an important part of influence. Attractiveness, similarity (identity and context), compliments, contact & cooperation all can make someone more influential.
* The reason good cop/bad cop works is because the subject feels someone is on their side.
* Associations are powerful. Bearers of good news get treated well, and bad news get treated poorly. Examples: weathermen (or Roman messengers reporting lost battles!)
* People tend to defer to authority/experts. Examples: experiments involving shock therapy where people listened to a guy in a lab coat to inflict pain on another human being (incredible how strong this is).
* The power of connotations and context over content, and how it can imply authority. Titles and clothing do this.
* Gaining trust. Example: a waiter who advises against a more expensive item early in the meal will gain the trust of everyone at the table, and then he can suggest more expensive items and more items through the course of the meal.
* Scarcity is powerful. There’s a psychological reaction…people don’t want to lose their freedom and don’t want to lose. This plays to a second point: competition. Invite 3 used car buyers at the same time and you’ll sell the car faster. A cookie is more attractive if there are two of them than if there are 10 of them. (Always as yourself when something is scarce: will the cookie taste as good if there are 10 of them?). Plus, if you saw that the number went from 10 to 2, you want it even more. It can even lead to revolt…when something is given and then taken away, people get mad; if something is never given at all, they don’t know what they’re missing.
* “It appears that commitments are most effective in changing a person’s self-image and future behaviour when they are active, public, and effortful.”
* “The most influential leaders are those who know how to arrange group conditions to allow the principle of social proof to work maximally in their favour.”
* “Social proof is most powerful for those who feel unfamiliar or unsure of a specific situation and who, consequently, must look outside of themselves for evidence of how to best behave there.”

98 people found this helpful

jay321

Not persuasively good

Reviewed in the United Kingdom on 1 June 2018

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The book is 'okay'. The six areas the author identifies are interesting but there are two major issues with the book for me. Firstly, it is a bit rambling, you could have easily got all the principles and had a discussion around it in 100 pages. The second issue is that it is very American, so a lot of the examples talk about particular aspects of being in in American college and high school, baseball, that type of thing. I watch a lot of American programs but even with this it just made no sense at all. In this regard the book has failed to persuade me as to its merits (which is what the book is supposed to be an expert illustration).

50 people found this helpful

Sue Cartwright

An invaluable series of lessons to be learned about self awareness

Reviewed in the United Kingdom on 13 November 2018

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A phenomenal book that provides example after example of how human beings are continuously duped into making automatic decisions without thinking them through, resulting in an invaluable series of lessons to be learned about self awareness.

Robert is a brilliant writer who well earns his accolade as the 'seminal expert in the rapidly expanding field of influence and persuasion' as he sets out how the five psychological principles of consistency, reciprocation, social proof, liking and scarcity direct human behaviour to give these tactics their power.

The ability for each of these principles to produce a distinct kind of automatic, mindless compliance from people to willingly say 'yes' without giving it a second thought is explained. Quite astounding and entertaining at the same time - a real eye opener and highly recommended for anyone who wants to take control over their decision making and indeed, understand how to achieve buy-in from others to do what they want them to do.

I first read this book in March 2012 and read it again this year as part of my research for my new blog.

What really caught my eye, the second time round, is the last chapter on Authority - How To Say No. This in view of the fact that it is now common knowledge that too many 'Social Media Consultants' who claim to be 'experts' are actually nothing of the kind.

Robert writes: 'We particularly mis-perceive the profound impact of authority (and its symbols)on our actions, we are at the disadvantage of being insufficiently cautious about its presence in compliance situations. A fundamental form of defence against this problem. When this awareness is coupled with a recognition of how easily authority symbols can be faked, the benefit will be a properly guarded approach to situations involving authority-influence attempts.'

He goes on to say that the best way to protect ourselves is to ask two questions: 1) Is this authority truly an expert? (to focus our attention on acquiring evidence of credentials and the relevance of those credentials to the topic in hand thus avoiding automatic deference), and 2) How truthful can we expect the expert to be here? (To focus on their trustworthiness in the situation as we seem to be swayed more by experts who seem to be impartial than by those who have something to gain by convincing us).

12 people found this helpful

Nitin Sachdeva

Poor paper quality

Reviewed in India on 24 January 2018

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Book content - excellent
Paper quality - Very bad. It is equivalent to quality that is available on road side or some times on traffic signals at max. 100 Rs.
Quality of paper must be improved, here paying extra in comparison to what is available on locations mentioned above.
Book not worth amount paid.

46 people found this helpful

Yash E

Despicable Print Quality. Great book. Don't bother buying here!

Reviewed in India on 12 July 2018

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The book is obviously a milestone and I started reading it in my Kindle. I wanted to have it in my collection and ordered the physical copy. Thanks to Amazon's service, I got the book very next day. To my surprise, the book is third rate cheap print you'd find on road sides and bus stations! It's not worth the price and shouldn't be spent more than Rs.100 for such a copy.

TL;DR
Awesome content. Horrible Copy. Great Service by Amazon. Returned!

35 people found this helpful

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