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Influence
Cover of Influence
Influence
The Psychology of Persuasion

The widely adopted, now classic book on influence and persuasion—a major national and international bestseller with more than four million copies sold!

In this highly acclaimed New York Times bestseller, Dr. Robert B. Cialdini—the seminal expert in the field of influence and persuasion—explains the psychology of why people say yes and how to apply these principles ethically in business and everyday situations.

You'll learn the six universal principles of influence and how to use them to become a skilled persuader—and, just as importantly, how to defend yourself against dishonest influence attempts:

  • Reciprocation: The internal pull to repay what another person has provided us.
  • Commitment and Consistency: Once we make a choice or take a stand, we work to behave consistently with that commitment in order to justify our decisions.
  • Social Proof: When we are unsure, we look to similar others to provide us with the correct actions to take. And the more, people undertaking that action, the more we consider that action correct.
  • Liking: The propensity to agree with people we like and, just as important, the propensity for others to agree with us, if we like them.
  • Authority: We are more likely to say "yes" to others who are authorities, who carry greater knowledge, experience or expertise.
  • Scarcity: We want more of what is less available or dwindling in availability.
  • Understanding and applying the six principles ethically is cost-free and deceptively easy. Backed by Dr. Cialdini's 35 years of evidence-based, peer-reviewed scientific research—as well as by a three-year field study on what moves people to change behavior—Influence is a comprehensive guide to using these principles effectively to amplify your ability to change the behavior of others.

    The widely adopted, now classic book on influence and persuasion—a major national and international bestseller with more than four million copies sold!

    In this highly acclaimed New York Times bestseller, Dr. Robert B. Cialdini—the seminal expert in the field of influence and persuasion—explains the psychology of why people say yes and how to apply these principles ethically in business and everyday situations.

    You'll learn the six universal principles of influence and how to use them to become a skilled persuader—and, just as importantly, how to defend yourself against dishonest influence attempts:

  • Reciprocation: The internal pull to repay what another person has provided us.
  • Commitment and Consistency: Once we make a choice or take a stand, we work to behave consistently with that commitment in order to justify our decisions.
  • Social Proof: When we are unsure, we look to similar others to provide us with the correct actions to take. And the more, people undertaking that action, the more we consider that action correct.
  • Liking: The propensity to agree with people we like and, just as important, the propensity for others to agree with us, if we like them.
  • Authority: We are more likely to say "yes" to others who are authorities, who carry greater knowledge, experience or expertise.
  • Scarcity: We want more of what is less available or dwindling in availability.
  • Understanding and applying the six principles ethically is cost-free and deceptively easy. Backed by Dr. Cialdini's 35 years of evidence-based, peer-reviewed scientific research—as well as by a three-year field study on what moves people to change behavior—Influence is a comprehensive guide to using these principles effectively to amplify your ability to change the behavior of others.

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    Excerpts-
    • Chapter One

      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.

    About the Author-
    • Robert B. Cialdini, Ph.D. holds dual appointments at Arizona State University. He is a W. P. Carey Distinguished Professor of Marketing and Regents' Professor of Psychology, and has been named Distinguished Graduate Research Professor. Dr. Cialdini is also president of Influence At Work, an international training and consulting company based on his groundbreaking body of research on the ethical business applications of the science of influence.

    Reviews-
    • Library Journal

      December 1, 2013

      Cialdini's fascinating look into how opinions and behaviors are swayed by outside influence can help readers develop their own powers of persuasion. For all areas of life where influence is needed.

      Copyright 2013 Library Journal, LLC Used with permission.

    • Journal of Mariketing Research

      For marketers, this book is among the most important books written in the last ten years.

    • Journal of Retailing

      Influence should be required reading for all business majors.

    • Best Sellers Magazine

      This book will strike chords deep in the hearts and psyches of all of us.

    • Journal of Social and Clinical Psychology

      The material in Cialdini's Influence is a proverbial gold mine.

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    The Psychology of Persuasion
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