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 … 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.
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I consider this to be one of the major building blocks in a science-based foundation for the topic. Extensively researched and seamlessly analyzed to join disparate studies, evidence, dynamics and applications into an impressively consistent, pragmatic whole. I used clear insights gained from his work in my own successful marketing programs.
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.
Cialdini has made a classic even better. This updated edition of Influence affirms its place as one of the most important books on business and behavior of the last fifty years. The new additions are terrific.
Let’s think about whether we are positively or negatively “Influenced”. Are the inspiring leaders around us builders of a positive future, union and harmony between people, or do they drive us towards separation and fear? Do they manipulate us into a selfish competition with others or rather an internal competition with ourselves, to improve and drive others to do the same?
Inspiring book!
A great book if you want to learn how people get others to comply. If you are in sales, fundraising, charity or in a role where you need to convince others to buy into your vision, this is very informative. Why didn’t everybody tell me about this book when it first came out? I blame my parents.
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.
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.
Excellent book that helps the reader become more persuasive and recognize when persuasion techniques are being used. Often there is nothing unethical in influencing and being influenced… but at times there is and understanding what is happening protects you and allows you to break the cycle.
Invaluable for entrepreneurs, salespeople, executives, and nonprofits!
Written in high level English but easy to understand, he presents six principals of persuasion in high level of detail, and within every chapter relevant to one principal concentrating on automatic human actions in real life. He introduces several examples and defines where it’s most powerful in a conversational way. In illustrating the concept of every principal in different examples, makes the reader ask questions about the application of this principal in his field of expertise. He defines the variances of city and suburban human psychology, and shows how the principals interact with each other in real life. Reading the book provides a framework for psychology self assessment based on the principals as indicators of measurement; readers in reading chapters connect the principal effect with incidence they experienced in their life. In some areas of the book, the reader loses interest in reading because it becomes dry because of the examples related to military and secret service.
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A must read for anyone looking to know more about how to drive decisions. The 6 rules of influence listed by Robert Cialdini can be found everywhere in any efficient marketing process. I love to teach these during my workshops to my clients and even mention these in my latest book.
This is a very interesting book, applicable to salesmen and conmen, politicians and pundits. It notes the many unseen influences (authority, scarcity, etc.) that impact our buying decisions. It has also given me a new response for those I see who are reacting to those psychological shortcuts. Whirrrr…Click.
I am reading this book for the fourth time. Every single one I could understand things I previously did not pay attention. Great book! (If you wondered, I do not like to re-read a book. I just re-read so many times in my own books).
Hands down the best book on persuasion and influence. A must-read for anyone who creates content or owns a business.
The techniques described in this book are very fundamental to our psychology and the way Cialdini has explained them in a lucid manner is commendable. It requires a deep understanding of the subject to be able to bring such perspicuity to a subject area. In his almost story-like narrative, the author has at times over-communicated or repeatedly emphasized a particular phrase often to benefit of the reader.
As a reader, you may feel that you already know some of these tricks of the trade, but then author brings out specific edge cases where a particular influence approach may fail because you just are trying to blindly apply the technique without understanding those edge cases.
A must-read book for anyone looking to come across as a person who gets the buy-ins she or he wants. Obviously, a mere reading of this book won’t make you a master. But taking specific notes and applying them in your real life is what matters.
Great insights into how people are influenced.
I’ve read this book multiple times and every time I pick up something new
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!
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.
Influence richly deserves its status as the definitive book on the subject. I learned so much from this revised edition, and so will you.
Prepare to be dazzled. Bob Cialdini is the godfather of influence, and the original version of this book is already a classic. Whether you’re trying to influence or understand how others influence you, this book will show you how.