HarperBusiness influence: The Psychology of Persuasion

Good

An excellent book, full both of great humour and important facts. Robert B. Cialdini combined field research and experiments to find out how persuasion works psychologically, and how it is often abused. He analyzes the six major 'weapons of influence', each in a comprehensive chapter. And each chapter ends with the section 'How To Say No', because that is the basic idea of the book: understand how (social) psychology is exploited, and then learn how to 'fight back', how to defend yourself - and society. Besides containing the best description that I know of the famous Milgram experiment, it covers topics like Hare Krishna, sects in general, mass suicides, plane crashes, car accidents, vendors' tricks, advertising, canned laughter, blaming the weatherman, military training, dangerous nurses, bystander inaction and much, much more. Table of Contents: 0. Weapons of Influence 1. Reciprocation: The Old Give and Take ... and Take 2. Commitment and Consistency: Hobgoblins of the Mind 3. Social Proof: Truths Are Us 4. Liking: The Friendly Thief 5. Authority: Directed Deference 6. Scarcity: The Rule of the Few

Language is my passion. I love it more than that early morning sunrise, that crisp smell of the first fall day, or the still picture of the outside world out my window on a dead end street after the first snow. I write books, I tell stories, I sell things to people, I make people feel better, I guide them through their problems, I solicit favors, and I make people see the world the way I see it. I'm part of Toastmasters International, I write cover articles online websites, I go through and edit people's papers for them in college for extra money here and there. I know that no matter what happens to this country, whether it collapses or it continues to grow, I will always be okay, because I have the ability to talk to people, sell to people, and persuade people of almost anything. I started reading this book about a year ago and read it in a day. I usually take my time reading books, but this one was so interesting and informative that I couldn't stop reading it. It is a bit dry, I feel its more analytical and scientific than it is mechanical--for a book on the mechanics of persuasion, I would suggest Maximum Influence by Kurt W. Mortensen or Persuasion: The Art of Getting What You Want from David Lakhani, these two books are much more mechanical--in fact, I consider Maximum Influence to be a sort of companion (though it is not really meant to be that way) to Influence. Robert Cialdini lays out his ideas and research into the psychology of persuasion, with adroit research, that comes off as absolutely brilliant. He begins the book with Weapons of Influence, where he skillfully sets the stage for everything that is to come, and details many basic techniques that we've probably all had done to us by one salesperson or another. Every find yourself buying a computer and, as you're standing at the counter and its been rang up, they bring up a warranty, after you decide on the warranty for a couple hundred, then they bring up tech support, then antivirus software, and by the time your done, your six hundred dollar computer purchase has ballooned to a hefty 1,000 or 1,200 dollar purchase, and your scratching your head, trying to justify the cost with everything you're getting. We've all probably been there once or twice, with one thing or another. He explains this process, why it works, a long with a dozen of others. Chapter 2 is reciprocation. A friend of mine went to a three day conference, for which, for lunch that day, they took everyone to a pizza place, and treated for the pizza. Now, you were allowed to drop the course and get a 75% refund, if you didn't like the program on the first day. When he talked to people at the end of the three days, none of them feeling really content with the whole program, they all said they had they had thought about dropping out, but it didn't feel right with them taking them out for pizza the first day. This is the act of reciprocation at its finest. The conference cost 1,500 a person, there were ten people, and they got food for the three days, which probably cost them a little more than 300 dollars, and no one wanted to speak up about feeling as if they weren't getting what they wanted. Reciprocation can be done on smaller scale, and is done everyday, with a small trinket, a bonus gift, or something else. Chapter 3: Commitment and Consistency: This chapter powerfully lays out how people will act under the feel of obligation, how, if someone is guided in their beliefs, their need to be consistent will push them to act against even their own wants. A good example of this, though maybe not a pleasant one, would be a guy who talks to a woman, asks her if she thinks of herself as adventurous and entertaining and looking for new experiences, and then asks her to go some place with him, and when she firsts refuses, challenge her with her own words. Chapter 4: Social Proof- People find it hard to act against the current. The stories he talks about in here so some of the darksides of social proof, but, that it can be used to instantly make you appear different to others is also invaluable. It also shows a clear psychology to why people act against their best interest sometimes. I feel this review may have gotten away from me. There is just so much in this book. The next three chapters, Liking, authority, and scarcity, you'll just have to read to get the depth of this book and its potential. By now though, you probably can see how this book lays out so clearly the ways these techniques can be used and by knowing them, you can spot them when they're being used on you, and you can use them to get what you want. Other books I'd recommend are The Sceince of Influence by Kevin Hogan, Maximum Influence by Kurt W. Mortensens, Persuasion The Art Of Getting What You Want by Dave Lakhani, and The Art of Speed Reading People by Paul D. Tieger and Barbara Barron Tieger.

Influence: The Psychology of Persuasion by Robert Cialdini is a phenomenal book that every marketer, salesperson, and anyone interested in the art of persuasion should read. Cialdini dives deep into the psychology behind why people say “yes” and how to apply these principles in everyday situations. The book is structured around six key principles of influence, each backed by research and compelling examples. Cialdini’s writing style is engaging and accessible, making complex psychological concepts easy to understand. I particularly appreciated the real-world applications and the ethical considerations he emphasizes, ensuring that persuasion is used responsibly. What stands out is how the principles can be applied not only in professional settings but also in personal relationships. It’s eye-opening to see how often we encounter these principles in daily life, often without even realizing it. Overall, this book is insightful, informative, and a fantastic resource for anyone looking to enhance their persuasive skills. I highly recommend it!

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