Influence : Science and Practice
Written in a narrative style combined with scholarly research, Cialdini combines evidence from experimental work with the techniques and strategies he gathered while working as a salesperson, fundraiser, advertiser, and in other positions inside organizations that commonly use compliance tactics to get us to say "yes." Widely used in classes, as well as sold to people operating successfully in the business world, the eagerly awaited revision of Influence reminds the reader of the power of persuasion.
Cialdini organizes compliance techniques into six categories based on psychological principles that direct human behavior: reciprocation, consistency, social proof, liking, authority, and scarcity.
- Paperback | 272 pages
- 10 x 10 x 10mm | 360g
- 29 Jul 2008
- Pearson Education (US)
- Allyn & Bacon
- Old Tappan, United States
- 5th edition
Back cover copy
What factors cause someone to say yes? And which techniques most effectively use these factors to bring about such compliance? In his bestselling book, Robert Cialdini, former salesperson, fundraiser, and advertiser, and current professor of social psychology, examines the science and practice of persuasion and compliance. Praised for its enjoyable writing, practical suggestions, and scientifically documented content, prior editions have been widely read by business professionals, fundraisers, and those interested in psychology. The new edition includes:
- twice as many first hand accounts of how the book's principles apply to business and personal lives;
- updated coverage of popular culture and new technology; and
- more on how compliance principles work in many cultures.
Here's what people are saying about INFLUENCE: Science and Practice:
"This marvelous book explains in clear, practical language the ways in which we become persuaded. It offers excellent insights for those who sell, but even more importantly for all of us who negotiate and buy."
-ROGER FISHER, Director, Harvard Negotiation Project, Co-author, Getting to Yes
"Bob Cialdini is the most brilliant student of influence and negotiation I've encountered. If everything were on the line in a negotiation, I can't think of anyone I'd rather have advising me."
-TOM PETERS, The Tom Peters Group
"This book is the de facto standard to learn the psychology of persuasion. If you don't read it, I hope you enjoy pounding your head against the wall and throwing away marketing dollars."
-GUY KAWASAKI, CEO, Garage.com
"His book should be in every sales and marketing person's briefcase and reread frequently."
-R. CRIAG WILSON, Sr. Vice President, Sales Manager, Northern Trust
Robert B. Cialdini is a well known and influential speaker who gives frequent speeches on The Power of Ethical Influence to such organizations as IBM, the Mayo Clinic, and NATO. He is currently Regents' Professor of Psychology at Arizona State University, where he has also been named Graduate Distinguished Research Professor. He is past president of the Society of Personality and Social Psychology. He attributes his longstanding interest in the intricacies of social influence to the fact that he was raised in an entirely Italian family, in a predominantly Polish neighborhood, in a historically German city (Milwaukee), in an otherwise rural state.
Table of contents
1.Weapons of Influence.
Betting the Shortcut Odd.
2.Reciprocation: The Old Give and Take ... and Take.
How the Rule Works.
3.Commitment and Consistency: Hobgoblins of the Mind.
Commitment Is the Key.
4.Social Proof: Truths Are Us.
The Principle of Social Proof.
Cause of Death: Uncertain(ty).
Monkey Me, Monkey Do.
5.Liking: The Friendly Thief.
Making Friends to Influence People.
Why Do I Like You? Let Me List the Reasons.
Conditioning and Association.
6.Authority: Directed Deference.
The Power of Authority Pressure.
The Allures and Dangers of Blind Obedience.
Connotation Not Content.
7.Scarcity: The Rule of the Few.
Less Is Best and Loss Is Worst.
8.Instant Influence: Primitive Consent for an Automatic Age.
Shortcuts Shall Be Sacred.
"This marvelous book explains in clear, practical language the ways in which we become persuaded. It offers excellent insights for those who sell, but even more importantly for all of us who negotiate and buy." -ROGER FISHER, Director, Harvard Negotiation Project, Co-author of "Getting to Yes."
"For marketers, it is among the most important books written in the last 10 years." -JOURNAL OF MARKETING RESEARCH
"The best sales tip I ever got was encouragement to read INFLUENCE by Dr. Robert Cialdini. It was so profound and insightful, I read it three times in a row." -GREG RENKER, President, Guthy-Renker
"It would be marvelous reading for students taking Social Psychology." -DAVID MYERS, Hope College
"The book is tremendously entertaining and very popular with students. It makes excellent reading for a Consumer Behavior or Advertising class." -ALAN J. RESNIK, Portland State University
"INFLUENCE should be required reading for all business majors." -JOURNAL OF RETAILING
About Robert Cialdini
Dr. Cialdini attributes his interest in social influences to the fact that he was raised in an entirely Italian family, in a predominantly Polish neighborhood, in a historically German city (Milwaukee), in an otherwise rural state.