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influence: The Psychology of Persuasion Paperback – Dec 26 2006

4.7 out of 5 stars 197 customer reviews

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  • influence: The Psychology of Persuasion
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  • How to Win Friends and Influence People
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  • The 7 Habits of Highly Effective People: Powerful Lessons in Personal Change
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Product Details

  • Paperback: 336 pages
  • Publisher: HarperBusiness; Revised ed. edition (Dec 26 2006)
  • Language: English
  • ISBN-10: 006124189X
  • ISBN-13: 978-0061241895
  • Product Dimensions: 13.5 x 2.1 x 20.3 cm
  • Shipping Weight: 222 g
  • Average Customer Review: 4.7 out of 5 stars 197 customer reviews
  • Amazon Bestsellers Rank: #93 in Books (See Top 100 in Books)
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Product Description

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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)

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Customer Reviews

Top Customer Reviews

Format: Paperback
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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Format: Paperback
There are only a few books that after reading, you will really find them useful and understandable, and Influence is one of them. (The others are 7 Habbits of Highly Effective People, Good to Great). The book is full of research studies that can back up the six 'weapons' of influence, while at the same time is written in a style enjoyable and easy-to-remember. Recommend to all people, no matter you are a salesman, marketer, manager, or even parents.....everyone.
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.
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Format: Kindle Edition
Attractive candidates in Canadian Federal elections have received 2.5 times as many votes as unattractive candidates, a fact that presumably makes Justin Trudeau rub his hands with glee. Better yet, despite such evidence, 73% of Canadians denied any possibility that physical attractiveness affects their votes. We don’t understand our own biases well, and they make a huge difference to our behaviour. That makes them fascinating and also extremely important.

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.
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Format: Paperback
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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