Influence: The Psychology of Persuasion

Robert B. Cialdini, PhD

Jun 2009 · Harper Collins

About this ebook

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 your direction.

Ratings and reviews

This was a good and educational read, that will probably change how I perceive salesmen and executives' tactics. I recognize myself in the real-life examples in the book, and can analyze how I have behaved in similar situations. This I find very handy, as I believe I can do more conscious decisions in the future. Not to mention that I now have the tools to more easily persuade others into behaving in my advantage. Absolutely an recommendation from me, if you are interested in this aspect of psychology.

Interesting book, found insightful to read about various aspects of behaviour. Book states that our behaviours tell us the most about ourselves, are our primary source of information about our beliefs and values. Highlights the interesting role of returning favours, certain fallacies of being overly consistent. Interesting to read about the relationship between a making commitments and "compliances"

Albeit a psychology book, this is not only a wonderful read but also very pertinent to the field of marketing. - Recommended by Justin, Marketing Club President

About the author

Robert B. Cialdini, PhD is an award-winning behavioral scientist and author. He is the president and CEO of Influence at Work, focusing on live and virtual keynotes, streaming and online corporate training.In acknowledgement of his outstanding research achievements and contributions in behavioral science, Dr. Cialdini was elected to the American Academy of Arts & Sciences and the National Academy of Sciences. He has over 230 professional and scientific publications. Robert Cialdini is Regents' Professor Emeritus of Psychology and Marketing at Arizona State University. Dr. Cialdini is known as the foundational expert in the science of influence and how to apply it ethically in business and elsewhere, and his Principles of Persuasion have become the cornerstone for any organization serious about increasing their effectiveness in sales, leadership, marketing, management and communication. He is a three-time New York Times bestselling author, with more than 5 million copies sold throughout the world. He is frequently referred to as the “Godfather of Influence.”