influence: The Psychology of Persuasion Paperback – Dec 26 2006
Frequently Bought Together
Customers Who Bought This Item Also Bought
No Kindle device required. Download one of the Free Kindle apps to start reading Kindle books on your smartphone, tablet, and computer.
To get the free app, enter your mobile phone number.
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 markters, 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)
What Other Items Do Customers Buy After Viewing This Item?
Top Customer Reviews
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.Read more ›
Note that there is another book called Influence (4th Ed) by the same author. The name is a little bit different (also different ISBN) but they are the SAME book with revised photos and foreword only. I thought they were 2 differents ones.
Cialdini lists 6 factors that influence our behaviour: consistency, reciprocation, social proof, authority, liking, and scarcity. These explain why we buy what we do, how we vote, how Chinese POW camps worked, why giving people electric shocks or hazing them to join a group makes them value the group more, how to fundraise, why we say we won, referring to a sports team, while they lost, why banning cleaning products containing phosphates increased how effect people believed them to be, and many, many, many other factors.
Influence has been on my list for a while, and I’ve only just gotten around to reading it. I shouldn’t have taken so long: I can’t recommend this book highly enough. It’s the best guide to behavioural economics I’ve read, written when behavioural economics wasn’t much more than a dream in the minds of people like Kahneman, Tversky, and Thaler. It’s fascinating and feels almost comprehensive in its discussion of the factors that influence our behaviour, and provides useful, insightful examples and commentary. My only complaint is that each section ends with a discussion of how to avoid the bias, and it does feel a bit out of date: using modern terminology, he basically just advises us to engage system 2 each time. Still, well worth the read, and definitely a classic.
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
Most recent customer reviews
Helps my understanding of the principles at work when we buy things, consent to things. I'm reading this mainly to avoid being manipulated, and to spend money more intentionally. Read morePublished 11 days ago by cahill evergreen
Love the book....it is very helpful with my marketing strategy.Published 22 days ago by Carl Tambeau
Exceptional Book . A must to have it and read at your pace / buying not new it was a bonus. a good book is a good book it doesn't matter if a bit warn and still in good condition... Read morePublished 23 days ago by Mrs. Mona
Wow , very informative on a plethora of ideas and societal findings. We are strange creatures! Cialdini speaks to the vernacular of the general public with succinct facts and... Read morePublished 1 month ago by Devan Traynor
The author does a good job of describing manipulative strategies used by advertisers, con man, etc and how to recognize them and potentially turn it against themPublished 2 months ago by S. Jagadeesh
Just started reading chapter two, I will have a better opinion once the book is finished.Published 2 months ago by JeffreyLiving
Look for similar items by category
- Books > Business & Investing > Marketing & Sales > Consumer Behaviour
- Books > Health, Fitness & Dieting > Psychology & Counseling > Applied Psychology
- Books > Professional & Technical > Business Management > Marketing & Sales > Consumer Behaviour
- Books > Self-Help > Motivational
- Books > Self-Help > Success