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Influence: The Psychology of Persuasion (Collins Business Essentials) by [Robert B. Cialdini PhD]

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Robert B. Cialdini

Influence: The Psychology of Persuasion (Collins Business Essentials) Revised Edition, Kindle Edition

by Robert B. Cialdini PhD (Author) Format: Kindle Edition

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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-10

9780061241895
ISBN-13

978-0061241895
Edition

Revised
Publisher

HarperCollins e-books
Publication date

28 May 2009
Language

English
File size

1997 KB
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Amazon.com Review

Arguably the best book ever on what is increasingly becoming the science of persuasion. Whether you're a mere consumer or someone weaving the web of persuasion to urge others to buy or vote for your product, this is an essential book for understanding the psychological foundations of marketing. Recommended. --This text refers to an alternate kindle_edition edition.

Excerpt. © Reprinted by permission. All rights reserved.

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.

--This text refers to an alternate kindle_edition edition.

About the Author

About the Author: Dr. Robert B. Cialdini is an American psychologist, professor and writer with expertise in the areas of persuasion, compliance and negotiation. Sometimes referred to as the Godfather of Influence, Robert B. Cialdini is one of the most cited and respected social psychologists worldwide. He is also the founder and president of Influence At Work, a strategic planning and consulting organization aimed at assisting companies in increasing their performance. Dr. Cialdini's clientele includes organizations like Google, Microsoft, Cisco Systems, Bayer, Coca Cola, KPMG, AstraZeneca, Ericsson, Kodak, Merrill Lynch, Nationwide Insurance, Pfizer, AAA amongst many others. --This text refers to an alternate kindle_edition edition.

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

“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 --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

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Robert B. Cialdini

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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

4.4 out of 5

10,460 global ratings

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4 star		22%
3 star		6%
2 star		2%
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Nasrat Ali

Great book for upcoming leaders in our society

Reviewed in India 🇮🇳 on 3 November 2022

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A Wonderful book of persuasion
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.

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Kailash Chandra Chilkoti

I really loved the packaging of the book.

Reviewed in India 🇮🇳 on 18 July 2022

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Reviewed in India 🇮🇳 on 6 September 2021

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Thick but amazing must read learn some amazing psychology tricks

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Pronob Mukerji

INFLUENCE & IT'S POWER

Reviewed in India 🇮🇳 on 13 September 2019

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Click, Whirr.....Click Whirr....the the human brain keeps ticking away !

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...

2 people found this helpful

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Aaron Philip

Influenced me lot.

Reviewed in India 🇮🇳 on 26 November 2021

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My ideas changed by reading this book and I appreciate the content of this......... !!!

One person found this helpful

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Amandeep

Quality is all it has.

Reviewed in India 🇮🇳 on 20 August 2020

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Generally, I don't write
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.

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Amazon Customer

Influence - A few bits obvious, majorly quite interesting - worth a read overall.

Reviewed in India 🇮🇳 on 7 July 2016

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A very enjoyable read where Dr. Cialdini cites lots of stories and examples to drive home the various aspects of influence which people might use to their profit at our expense. In the vein of the Tim Hartford or Malcolm Gladwell series of books, this work contains little nuggets which present daily experiences in a different light with many 'Aha!' moments throughout. Though not very revelatory for the seasoned sales and marketing professionals, who no doubt are aware of many of the subtle tricks mentioned here, it is worth a read for the rest of us who can be on our guard next time a smooth talking salesman or politician tries to Influence us.

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.

One person found this helpful

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Arun Subash Manickam

Very good insights

Reviewed in India 🇮🇳 on 9 May 2021

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I would recommend this for anyone who likes reading books around psychology and what influences our decisions, behavior. Lot of good real examples and most of the times, you can relate that some event that may have happened in our life

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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.”

120 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).

63 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

Luke It Or Not

Never trust a marketeer

Reviewed in the United Kingdom 🇬🇧 on 26 January 2016

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A fascinating read, if a bit dry at times. It really makes you think about the marketing that is aimed at you. It makes you question the "great deals" you have got in the past and the ones currently on offer to you (a great money saving device!) It can lead you to feel quite cynical about the way companies (and some individuals) behave. But if you step back a bit, the book gives you the tools to defend yourself with (or approach others with - if you are a marketeer!) and helps you make more informed choices.
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.

5 people found this helpful

John G

The Mother of All Persuasion Literature

Reviewed in the United Kingdom 🇬🇧 on 9 October 2011

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Everywhere you read about persuasion, this book will be cited. It is the definitive categorisation of Influence & Persuasion. The 6-Influences, Liking, Reciprocity, Commitment & Consistency, Social Proof, Scarcity & Authority are known throughout the world. This is the source. Written in a blend of styles between a University paper and an Entertaining popular psychology book, it is fast to read, quick to learn and immaculately researched. It has been regurgitated by many pretenders since but not with this quality or authenticity. I am not sure that Professor Cialdini intended this book to become such a pillar of Sales literature as he writes from the perspective of the customer (the influenced)and how they should protect themselves from unwanted influence. In doing so he has delivered the DNA of real influence to the Sales community. A fabulous book that will ignite your curiosity for this fabulous subject that affects every decision you will ever make, and as such is the fabric of life itself.

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Influence: The Psychology of Persuasion (Collins Business Essentials) Revised Edition, Kindle Edition

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