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About the Author: Robert B. Cialdini

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 results of years of study into the reasons why people comply with requests in business settings. Worldwide, Influence has sold over 2 million copies. Influence has been published in twenty-five languages. His most recent co-authored book, Yes! 50 Scientifically Proven Ways to be Persuasive, has been on the New York Times, USA Today & Wall Street Journal Best Seller Lists.

In the field of influence and persuasion, Dr. Cialdini is the most cited living social psychologist in the world today.

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 President of INFLUENCE AT WORK, an international consulting, strategic planning and training organization based on the Six Principles of Influence.


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Find the best price forinfluence

The Psychology of Persuasion by

Goodreads rating: 4.16

Paperback, by HarperBusiness

ISBN10: 006124189X | ISBN13: 9780061241895

Page count: 320

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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SocialBookCo User Reviews

Cam Lynch on 10 Sep 2016
“Every once in a while there comes along a book that can change your life forever.
This can be a spiritual change, a physical change or a change on how you see the world and perceive information.
"Influence" by Robert Cialdini definitely falls into the latter category. This title offers the reader a lens which to view the world through and uncover the tenets of persuasion that dictate a large proportion of human decision making behaviours.

With the advent of "behind the curtain" media such as "Making Of A Murderer" and "The Big Short" (Both excellent series/titles by the way) Influence is more compelling and more relevant in today's world of self-proclaimed gurus, shysters and snake oil merchants. Not only will this book allow you to identify these persuasive behaviours so you won't fall victim to them, but can also empower you to use these behaviours for their own means (for better or worse - well, that's up to you!)

We've all seen a common device in TV and movies where a character will act like they are wrong or give a sensibe option to a decision maker, only to have the option summarily shut down and the decision maker then chooses the seemingly less desirable option.
But all along, the original character WANTED that seemingly "less desirable" option to be chose, making them the persuader and ultimately in control of both the situation and the outcome. And hence the idea of persuasive behaviours and language has now filled your head (as I have persuaded you to do so).

If you feel a touch foolish after reading that, don't worry. You're not alone.
Cialdini himself states at the start of the book that "I can admit it freely now. All my life I've been a pasty." an "easy mark" and "a long-standing status as a sucker".
But it is this realisation itself that stoked the fires of Cialdini's curiosity towards "The psychology of compliance". That is, why a request phrased one way will ultimately fail, while only a slightly different approach (usually only one small change) will garner a much better result. Thus began his three year program of study on what moves people to change their behaviors.

As uncovered in the book, seemingly endless array of methods used to get that simple little "Yes" out of someone can be placed into one of 6 base categories or what Cialdini considers the weapons of influence;
- Reciprocation: The old give and take.... And take
- Commitment and Consistency: Hobgoblins of the Mind
- Social Proof: Truths are Us
- Liking: The Friendly Thief
- Authority: Directed Defence
- Scarcity: The Rule Of a Few

Each chapter's idea is dissected and laid bare using not only research based evidence from past studies (over 35 years worth by Cialdini's approximation) but also the specific studies Cialdini undertook himself in understanding these basic tenets of influence.

Now you might be thinking that this is just a book where an author asserts a specific point of view and backs up these assertions with science-based evidence.
Well you'd be correct. But where this title ultimately differs is that within each of the tenets some studies allow Cialdini to draw varied or slightly different conclusions to his original assertions. This gives both Cialdini far more gravitas in his research and the ideas he's communicating and the reader a higher level of understanding of the concepts at hand.

Personally I found the epilogue, "Instant Influence: Primitvie Consent For An Automatic Age" to be the most compelling part of the book. Using a very cool and very funny exchange between an acerbic talk show and the late, great Frank Zappa, Cialdini lays the foundation for the fundamental theme of the book;
"Very often when 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 isolate 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."

This final part of the book emphasises the need for us to look beyond that which might appear truthful at face value, but can leave you exposed if you trust the most "widely known" part of it.

From Twitter feeds to "Trending Stories" on Facebook to targeted advertising, unless we look within ourselves to get a bigger slice of the picture, more often than not in the digital age, we're going to lead ourselves astray and in turn, exposed.

Although Influence isn't a long book as far as page count is concerned (approx 300 pages) the font is pretty small and thus can take a little longer to read.
But I found both the content and the way it was presented (via Cialdini's affable writing style) so compelling, the title never felt like a chore to read.

Is Robert Cialdini's Influence a life changing book?
I whole-heartedly say yes.

Essential reading. Grab your copy now!”

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