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Robert B. Cialdini

Influence: The Psychology of Persuasion Paperback – 4 August 2009

by Robert B Cialdini (Author)

8,969 ratings

Part of: Collins Business Essentials (14 books)

Edition: Revised ed.

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Review 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. Read more

ISBN-10

006124189X
ISBN-13

978-0061241895
Edition

Revised ed.
Publisher

HarperCollins US
Publication date

4 August 2009
Language

English
Dimensions

13.49 x 2.13 x 20.32 cm
Print length

336 pages
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Review

For markters, this book is among the most important books written in the last ten years. -- Journal of Mariketing Research 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 The material in Cialdini's Influence is a proverbial gold mine. -- Journal of Social and Clinical Psychology

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.

Product details

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

Best Sellers Rank: 6,813 in Books (See Top 100 in Books)
- 28 in Marketing & Consumer Behaviour
- 76 in Popular Applied Psychology
- 82 in Psychology Textbooks

Customer Reviews:
8,969 ratings

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Robert B. Cialdini

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Harvard Business Review lists Dr. Cialdini’s research in “Breakthrough Ideas for Today’s Business Agenda.” Influence has been listed on the “New York Times Business Best Seller List.” Fortune Magazine lists Influence in their “75 Smartest Business Books.” CEO Read lists Influence in their “100 Best Business Books of All Time.”

Dr. Robert Cialdini has spent his entire career researching the science of influence earning him an international reputation as an expert in the fields of persuasion, compliance, and negotiation.

His books including, Influence: Science & Practice, are the result of decades of peer-reviewed research on why people comply with requests. Influence has sold over 3 million copies in over 40 languages and is a New York Times Bestseller.

His new book, Pre-Suasion: A Revolutionary Way to Influence and Persuade, published by Simon & Schuster, quickly became a Wall Street Journal and a New York Times Bestseller.

Because of the world-wide recognition of Dr. Cialdini’s cutting edge scientific research and his ethical business and policy applications, he is frequently regarded as the “Godfather of influence.”

Dr. Cialdini received his Ph.D from the University of North Carolina and post doctoral training from Columbia University. 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. Currently, Dr Cialdini is Regents’ Professor Emeritus of Psychology and Marketing at Arizona State University.

Dr. Cialdini is CEO and President of INFLUENCE AT WORK; focusing on ethical influence training, corporate keynote programs, and the CMCT (Cialdini Method Certified Trainer) program.

Dr. Cialdini’s clients include such organizations as Google, Microsoft, Cisco Systems, Bayer, Coca Cola, KPMG, AstraZeneca, Ericsson, Kodak, Merrill Lynch, Nationwide Insurance, Pfizer, AAA, Northern Trust, IBM, Prudential, The Mayo Clinic, GlaxoSmithKline, Kimberly-Clark, Harvard University – Kennedy School, The Weather Channel, the United States Department of Justice, and NATO.

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2 star		2%
1 star		2%

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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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Adam The Phone Guy

foundamental study for anyone who’s interested in this field

Reviewed in Australia on 5 October 2021

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Everytime you read this, new insights will be gained. It is good to recognize how we think and act so to become less confused.

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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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Duncan

Book came in terrible condition

Reviewed in Australia on 17 September 2021

Verified Purchase

The media could not be loaded.

Outside jacket tarnished and covered in something? Inside pages falling out.
Printing on pages crooked.
Printing not clear on some pages.
Clearly no quality control.

Reviewed in Australia on 2 January 2019

Verified Purchase

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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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.

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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Joel M

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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Top reviews from other countries

Stiven Skyrah

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

Reviewed in the United Kingdom on 3 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.”

119 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).

62 people found this helpful

Nitin Sachdeva

Poor paper quality

Reviewed in India on 23 January 2018

Verified Purchase

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.

58 people found this helpful

Jeremy Prior

Hard going

Reviewed in the United Kingdom on 28 May 2014

Verified Purchase

The book took a lot of effort to get through. Much of it applies more to American marketing psychology which is very different from that of the UK. I had to skimp through bits that got me bogged-down in topics that were a. not relevant to my interest or b. over-stating the point or topic being covered, indicating to me that it was written with rather too much 'padding'.

However when I skipped to parts that I was interested in, the topics were quite enlightening. It certainly highlights the vulnerability and gullibility of 'the public' that is exploited in a scurrilous manner by so much of the commercial and corporate world. I helps to know what tricks they use in order to be a jump ahead of them if any should try such tricks against us. I would say it was useful but in a limited way. Interesting in parts. Perhaps not quite as revolutionary as the old 1960s "How to win friends and Influence People" by Dale Carnegie but in my opinion it's a modern day upgrade on the ethos contained in that book, but with a lot of the sexism updated to be more politically correct for the 21st Century. It was good value certainly.

32 people found this helpful

Yash E

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

Reviewed in India on 11 July 2018

Verified Purchase

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!

47 people found this helpful

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