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Influence: The Psychology of Persuasion [Paperback]

Robert Cialdini
4.7 out of 5 stars  See all reviews (154 customer reviews)
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Book Description

Jan. 4 2007 Collins Business Essentials

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.

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From Amazon

Arguably the best book ever on what is increasingly becoming the science of persuasion. Whether you're a mere consumer or someone weaving the web of persuasion to urge others to buy or vote for your product, this is an essential book for understanding the psychological foundations of marketing. Recommended. --This text refers to an out of print or unavailable edition of this title.


For marketers, this book is among the most important books written in the last ten years. (Journal of Mariketing Research)

Influence should be required reading for all business majors. (Journal of Retailing)

This book will strike chords deep in the hearts and psyches of all of us. (Best Sellers Magazine)

The material in Cialdini’s Influence is a proverbial gold mine. (Journal of Social and Clinical Psychology)

Inside This Book (Learn More)
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First Sentence
I GOT A PHONE CALL ONE DAY FROM A FRIEND WHO HAD RECENTLY opened an Indian jewelry store in Arizona. Read the first page
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Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
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Customer Reviews

Most helpful customer reviews
30 of 32 people found the following review helpful
5.0 out of 5 stars Excellent and eye-opening book. Buy and Read it! Nov. 7 2003
What are the factors that cause one person to say yes to another person? Which techniques most effectively use these factors to bring about such compliance?
Prof. Cialdini found six such techniques: Reciprocation, Commitment, Social Proof, Liking, Authority and Scarcity. Author explains why they work, and how to say no to peddlers that want to exploit you using them.
The book is well written, the style is simple, there's ample use of appropriate anecdotes so you can better remember what's most important.
The six techniques are discussed "in terms of their function in the society and in terms of how their enormous force can be commissioned by a compliance professional who deftly incorporates them into requests for purchases, donations, concessions, votes..."; yes, 'votes', so I believe it's an important reason for you, citizen, to learn those six tricks, in your own interest! They exploit our 'automatic behavior patterns' (three pages to explain this, don't worry!), and they make us terribly vulnerable to anyone who does know how they work.
I'll break down how Prof. Cialdini examines the rules, I'll use rule number one, "Reciprocation" as an example.
1 - Definition of the rule: "The rule says that we should try to repay, in kind, what another person has provided us."
2 - Rationale (why it works and why we, as humans, always stick to it): The development of this behaviour "meant that one person could give something (for example, food, energy, care) to another with confidence that it was not being lost.(...) Sophisticated and coordinated systems of aid, gift giving, defense, and trade became possible, bringing immense benefit to the societies that possessed them.
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9 of 11 people found the following review helpful
5.0 out of 5 stars are you getting tricked into buying something? March 9 2004
Why do you buy the things you do? This book shows you the ruthless tactics that marketers use to get you to buy their products. It was a real eye opener.
For example: I used to think that the toys stores were out of stock of their best toys during December, because of huge demand. Now I realize that they are doing this on purpose. Why? Because they know the kids won't forget about this toy and they will come back in January to buy it when they get it "back in stock". Meanwhile during the holiday season their parents have to buy them "something" so they make even more money. So when you see them advertising a new toy in November know that they won't have it in by December because they want to trick you.
Read about many more tricks they are using on you and how you can overcome them by reading this great book.
Zev Saftlas, Author of Motivation That Works: How to Get Motivated and Stay Motivated
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1 of 1 people found the following review helpful
5.0 out of 5 stars Fascinating look at what influences behaviour May 26 2013
Format:Kindle Edition|Verified Purchase
I have always been interested in psychology, and had to laugh at the number of times I had been myself influenced by the circumstances in the book. An educational read either for those interested in marketing or those interested in guarding against the triggers used by marketers.
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1 of 1 people found the following review helpful
4.0 out of 5 stars More than a sales book Oct. 17 2012
By Victor
Format:Paperback|Verified Purchase
So logical and easy to understand. We all should know and understand these tecniques. It a must.Every body has been in that kind of situation and it is nice to know what we went through.
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1 of 1 people found the following review helpful
5.0 out of 5 stars Absolutely Fantastic Aug. 10 2012
By scarlet
I loved reading every page. Extremely well written and interesting! If you enjoy psychology, this book's for you. I only wish there were more books that excited me. It's one of those books that you wish you could read all over again for the first time.
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1 of 1 people found the following review helpful
5.0 out of 5 stars Excellent Book Aug. 29 2011
By A C
This is an excellent book for people interested in social psychology. It has very practical applications that can be used every day. It is also a very fun read. The authour describes many interesting stories that show real applicability of the concepts.
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1 of 1 people found the following review helpful
5.0 out of 5 stars The ART of persuasion Sept. 11 2003
This book is an absolute must read as it points of some very important aspects of human behavior and compliance techniques. If you have every been ripped off by some savvy car dealer, or been in a situation where you ended up buying something you absolutely didn't need and never understood why - this book is for you! Excellent book, highly recommended.
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5.0 out of 5 stars Mind Opener July 14 2014
Format:Kindle Edition|Verified Purchase
It's amazing how Dr. Cialdini has documented our psychology in so clear and vivid manner. Enjoyed every bit of it.
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Most recent customer reviews
5.0 out of 5 stars Know more about ourselves
This book helps us to know more about ourselves.
Published 2 days ago by Steven Choi
5.0 out of 5 stars Influence: The Psychology of Persuasion
An excellent book by a knowledgeable author.

After reading it, I discovered that Dr. Cialdini is a famous person in his field and found references to his works in other... Read more
Published 2 months ago by Alexander
5.0 out of 5 stars Simply amazing
My eyes have been opened and my mind had been blown to pieces reading this book. You learn so much and realize how many of these tactics have been used on you without you even... Read more
Published 2 months ago by Alex Garcia
4.0 out of 5 stars Extended Basics
Provides some useful tools/insights into things that influence us. The influences extrapolated in this book can easily be summarized onto 1 page making them easy to remember or... Read more
Published 4 months ago by kris canadic
4.0 out of 5 stars Very good read
This book was a good read. Written pretty formally (which I like), with references to studies from the scientific literature, as well as examples that we can relate to, or that we... Read more
Published 7 months ago by Adoemon
5.0 out of 5 stars No review's amazing
I would say the next step up from books by Dale Carnegie, Cialdini uses modern examples to showcase the "short-cuts" of every day human interactions in short, well... Read more
Published 8 months ago by Michael
5.0 out of 5 stars Very good book
learn a lot from this book, about psychology and human behavior. Which is really impressive. Highly recommended this book. Especially who like psychology.
Published 9 months ago by kezhigong
4.0 out of 5 stars Great book
Really worth it ! The book is solid, and well written. It gives great insight on influence mechanisms, and how theses mechanisms are constantly used upon us. Read more
Published 9 months ago by Heavens Milien
5.0 out of 5 stars Why we get taken
Awesome read about how people are influenced to give up their time and money. This ties in the persuasive techniques of criminals (as discussed in Gavin De Becker's "The Gift of... Read more
Published 10 months ago by Douglas Setter
5.0 out of 5 stars Awesome book.
A must read. I read this book 6 years ago, and since then I identified dozens of times when people tried to con/persuade me.
Published 13 months ago by Andriy
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