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Influence: The Psychology of Persuasion (Collins Business Essentials) Revised Edition, Kindle Edition
The foundational and wildly popular go-to resource for influence and persuasion—a renowned international bestseller, with over 5 million copies sold—now revised adding: new research, new insights, new examples, and online applications.
In the new edition of this highly acclaimed bestseller, Robert Cialdini—New York Times bestselling author of Pre-Suasion and the seminal expert in the fields of influence and persuasion—explains the psychology of why people say yes and how to apply these insights ethically in business and everyday settings. Using memorable stories and relatable examples, Cialdini makes this crucially important subject surprisingly easy. With Cialdini as a guide, you don’t have to be a scientist to learn how to use this science.
You’ll learn Cialdini’s Universal Principles of Influence, including new research and new uses so you can become an even more skilled persuader—and just as importantly, you’ll learn how to defend yourself against unethical influence attempts. You may think you know these principles, but without understanding their intricacies, you may be ceding their power to someone else.
Cialdini’s Principles of Persuasion:
- Reciprocation
- Commitment and Consistency
- Social Proof
- Liking
- Authority
- Scarcity
- Unity, the newest principle for this edition
Understanding and applying the principles ethically is cost-free and deceptively easy. Backed by Dr. Cialdini’s 35 years of evidence-based, peer-reviewed scientific research—including a three-year field study on what leads people to change—Influence is a comprehensive guide to using these principles to move others in your direction.
- ISBN-109780061241895
- ISBN-13978-0061241895
- EditionRevised
- PublisherHarperCollins e-books
- Publication date28 May 2009
- LanguageEnglish
- File size1997 KB
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Product description
Amazon.com Review
Excerpt. © Reprinted by permission. All rights reserved.
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.
--This text refers to an alternate kindle_edition edition.About the Author
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.
--This text refers to an alternate kindle_edition edition.Review
“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 --This text refers to an alternate kindle_edition edition.
Product details
- ASIN : B002BD2UUC
- Publisher : HarperCollins e-books; Revised edition (28 May 2009)
- Language : English
- File size : 1997 KB
- Text-to-Speech : Enabled
- Screen Reader : Supported
- Enhanced typesetting : Enabled
- X-Ray : Not Enabled
- Word Wise : Enabled
- Print length : 334 pages
- Best Sellers Rank: #49,603 in Kindle Store (See Top 100 in Kindle Store)
- #25 in Marketing eTextbooks
- #57 in Psychology eTextbooks
- #1,389 in Self-Help for Success
- Customer Reviews:
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

Reviewed in India on 18 July 2022
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Top reviews
Top reviews from India
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He/she who aspires to be a great leader can read it.
Effective methods are discussed in every chapter you read.
Just go through this book if you want to become an artist of persuasions.

Reviewed in India 🇮🇳 on 18 July 2022


Robert Cialdini is spot on with his persuasive book on psychology and gives us brilliant examples and anecdotes on how 'Influence' works on us in the most subtle yet powerful ways possible.
The 6 'Weapons of Influence' as he calls them are Reciprocation, Commitment and Consent, Social Proof, Liking, Authority and Scarcity. Everyday we use one of these tools to soften, convince and sell to others. Conversely, these tools are used on us by others and we fall into traps of bargaining, buying and possessing.
The 'How Not To' at the end of each chapter reveals so much about consumer psychology.
Must read if you are Selling anything...
review, unless the product is really bad or good.
This one is good one. On the bird eye view, the book is very very detailed. The concept are wonderfully explained and easy to grasp.
The quality of book is very good both, content wise and paper quality wise.
So, I am very happy after reading it. Great book.
P.S. The language used is a bit academic in nature, but nothing so bad that you'll need to keep referring to a thesaurus.
P.P.S. The references provided after the epilogue are worth a read by themselves.
Top reviews from other countries

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.”


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.

Some of the samples are so small that statistically the assertions are difficult to back up, but if you put that to one side you can believe the experiments would get results in the stated direction.
