Influence: The Psychology of Persuasion
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.
Reviews of: Influence: The Psychology of Persuasion
I actually picked this book up one day in a local bookstore. I stumbled across it and found it interesting because I just so happened to have a 7-minute persuasion speech due that following friday in my public speaking class at my community college. I thumbed through it and actually read a few excerpts there. The book actually helped me to further plan my speech because I used psychology to appeal to my audience. Persuasion is based on people accepting your ideas. The best part is you can persaude someone to like something they may have not liked in the past. This book helps to get into the minds of the average listener, and discover what appeals to the average senses. The book also helps to determine different styles of audiences, and what you can do to appeal to them psychologically. I definitely plan to do some further reading in this book.
The human mind is a wonderful thing, capable of the most wonderful thought processes and ideas. Yet the brain is on automatic pilot for most situations. That allows the conscious mind to really focus. The drawback is that some people will use our conscious inattention to sneak one by us, like a fastball pitch to a hitter looking for a change-up. Cialdini believes that influence is a science. He introduces you to six principles of ethical persuasion: reciprocity, scarcity, liking, authority, social proof, and commitment/consistency. A chapter is devoted to each and you quickly see why Cialdini looks at influence as a science. Each principle is backed by social scientific testing and retesting. Each chapter is also filled with interesting examples that help you see how each principle can be applied. Cialdini's book is a page turner. He picks examples from animal psychology, cult behavior, car sales, marriage and dating, child raising, suicides, group behavior to re-inforce. His classification of the six factors which influence people's opinions, behavior, and compliance. Cialdini makes a first-rate case for the science point of view. But maybe most importantly, he makes his case in a well-written, intelligent, and entertaining manner. Not only is this an important book to read, it is a fun book to read too.