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Business. Self-Improvement. Nonfiction. HTML: 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… (more)
User reviews
This very good book shows how salesmen use these shortcuts to increase sales and it is especially
On his return he wrote this book, putting what he found under 6 main headings - Reciprocation, Consistency, Social Proof, Liking, Authority and Scarcity.
RECIPROCATION - Cialdini meets a boy scout selling $5 tickets to their annual party. He says "No thanks" and the scout counters with "O.K. Well at least buy some of our big chocolate bars, they're only $1." He buys 2 chocolate bars he doesn't want. As he says, "The second request doesn't have to be small; it only has to be smaller than the initial one."
CONSISTENCY - What those around us think is true of us is enormously important in determining what we ourselves think is true. New Haven housewives gave much more money to a canvasser from the Multiple Sclerosis Association. He points out that, "Apparently the mere knowledge that someone viewed them as charitable caused these women to make their actions consistent with another's perception of them."
SOCIAL PROOF - If you want a 6 year old to do something let him discover another 6 year old doing it. What peer groups are doing is what matters. He quotes Cavett Roberts advice to sales trainees,"Since 95% of people are imitators and only 5% initiators, people are persuaded more by the actions of others than by any proof we can offer."
LIKING - The Guiness Book of Records has Joe Girard as the worlds greatest car salesman. He was General Motors best salesman 12 years in a row, selling 5 cars or trucks every day that he went to work. He says that he offers a fair price and someone that they like to buy from (ie. good looking/ good presentation/ flattery/ same as them/ on their side).
AUTHORITY - Cialdini meets Vincent the super waiter. This is how he does it: 1) friendly 2) "I'm afraid that (whatever is ordered) is not as good tonight as it usually is. Might I recommend instead the ......." (a cheaper dish) 3) He seems to them to be friendly, knowledgeable, honest and on their side. 4) "Would you like me to suggest a wine to go with your meals" (excellent but costly and always followed by a similar dessert) 5) They say yes = A bigger bill and bigger tip.
SCARCITY - Stephen Worchel did a cookie experiment and found that cookies with a few in the jar were rated as more desirable than cookies with plenty in the jar. The testers admitted that they tasted the same. As Cialdini says, " The joy is not in experiencing a scarce commodity but in possessing it. It is important that we do not confuse the two." Hence all the scarcity tactics.
So if (a big if) we want to defend ourselves against all this, how do we do it ?
He suggests to remember that the scarce cookie didn't taste better. O.K. but it does look as if at some point we need to be aware and think about what is going on ie. use our "adult brain" in Eric Bernes terminology.
Mr Cialdini shares a lot of stories and thoughts on the subject at hand. Each "technique" is backed by examples and narrated studies (complete with references). In contrast to other
Unlike some other
Not an earth-shattering book if one has read similar ones (say, about sales-techniques). If one has not, then this is a good place to start.
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.
It turns out that there are some basic ways that humans are
We’ve all seen these ploys; we’ve all fallen prey to them. The author gives a few suggestions as to how to prevent yourself from doing so in the future. Basically it comes down to being willing to break social rules, like the one of reciprocity. One must remember to think about every interaction where someone wants something from you, rather than running on auto pilot.
It’s an interesting book. Not only does Cialdini have a lot of studies to back up his thesis, but he’s an entertaining writer.
People have tried to influence others for centuries now. They will probably continue to do so in the coming centuries. How can you influence people’s minds? This is a question that haunts people.
In the last few decades, several authors have studied this subject.
Searching the internet will throw up a host of material on the subject. These articles focus on strategies.
In what way is Robert Cialdini’s book, “Influence” different?
Synopsis of the book.
In his preface, the author writes about how he himself has been ‘victim’ to some of these methods—or strategies. This prompted him to study the way you can influence people’s minds and actions.
He then analyzes the six primary tools of influence that people and companies use at various points in time. These are:
1. Reciprocation
2. Commitment & Consistency
3. Social Proof
4. Liking,
5. Authority
6. Scarcity
In each chapter, Robert Cialdini analyzes how people use, and misuse, these “tools of influence” sometimes to sell products, sometimes to influence your opinion, or for various other purposes.
The author has analyzed how these tools work, and what makes them so effective.
I like two additional things. Robert includes a section in which he suggests strategies, or approaches, to help us counter some of these influencing strategies people use.
He concludes each chapter with a letter from a reader. This person writes about how they were affected by the particular factor that is the focus of that chapter.
Overall Impression
Last year, I did a course by Guy Kawasaki on Udemy, and this was one of the two books he had strongly recommended we read.
I am glad that I bought it and read it. It is an excellent book. I have highlighted many sections and made many notes throughout the book. It is invaluable.
Things I Liked:
Scientific basis: Many if not all of his main points are backed up by at least one scientific study which he mentions and often critiques or
Amusing examples: Stories submitted by the readers and the ones provided by the author himself are easy to engage with and use relevant examples.
Integration: Towards the end of the book a lot of the stories while demonstrating one principal actually backreference some of the earlier ones. I
enjoyed this and felt it helped me in understand the general themes and messages of the author.
Thing I thought could have been improved:
80s feel: I'm not quite sure what era it was but a lot of the examples seemed to be from way back when (car sales people; door to door salesmen). It would have been good if the books could have been updated for the modern contexts of Internet scams and viagra commericals ;-)
Text based: Picture tells a thousand words and I think a few diagrams might have helped reinforce the material. As it was I felt I was forgetting some of the old stuff while learning the new stuff. Some pictures may have helped to stem the bleed and provide some simple ways to review the material.
Standout:
Story of 38 people who watched someone get attacked three times and eventually killed while the person screamed for help in NY city. Why'd they do it? Automatic behaviour.