--- product_id: 48776853 title: "Influence: The Psychology of Persuasion" price: "฿4023" currency: THB in_stock: true reviews_count: 13 url: https://www.desertcart.co.th/products/48776853-influence-the-psychology-of-persuasion store_origin: TH region: Thailand --- # Influence: The Psychology of Persuasion **Price:** ฿4023 **Availability:** ✅ In Stock ## Quick Answers - **What is this?** Influence: The Psychology of Persuasion - **How much does it cost?** ฿4023 with free shipping - **Is it available?** Yes, in stock and ready to ship - **Where can I buy it?** [www.desertcart.co.th](https://www.desertcart.co.th/products/48776853-influence-the-psychology-of-persuasion) ## Best For - Customers looking for quality international products ## Why This Product - Free international shipping included - Worldwide delivery with tracking - 15-day hassle-free returns ## Description The widely adopted, now classic book on influence and persuasion—a major national and international bestseller with more than four million copies sold! In this highly acclaimed New York Times bestseller, Dr. Robert B. Cialdini—the seminal expert in the field of influence and persuasion—explains the psychology of why people say yes and how to apply these principles ethically in business and everyday situations. You’ll learn the six universal principles of influence and how to use them to become a skilled persuader—and, just as importantly, how to defend yourself against dishonest influence attempts: Reciprocation : The internal pull to repay what another person has provided us. Commitment and Consistency: Once we make a choice or take a stand, we work to behave consistently with that commitment in order to justify our decisions. Social Proof: When we are unsure, we look to similar others to provide us with the correct actions to take. And the more, people undertaking that action, the more we consider that action correct. Liking: The propensity to agree with people we like and, just as important, the propensity for others to agree with us, if we like them. Authority: We are more likely to say “yes” to others who are authorities, who carry greater knowledge, experience or expertise. Scarcity: We want more of what is less available or dwindling in availability. Understanding and applying the six principles ethically is cost-free and deceptively easy. Backed by Dr. Cialdini’s 35 years of evidence-based, peer-reviewed scientific research—as well as by a three-year field study on what moves people to change behavior— Influence is a comprehensive guide to using these principles effectively to amplify your ability to change the behavior of others. Review: If you haven't read it, then you should. - Summary: This book can’t be summarized. It can only be very, very strongly recommended. Recommended? YES. Buy it now if you haven’t read it. Table of contents: 1 Weapons of Influence 2 Reciprocation: The Old Give and Take…and Take 3 Commitment and Consistency: Hobgoblins of the Mind 4 Social Proof: Truths Are Us 5 Liking: The Friendly Thief 6 Authority: Directed Deference 7 Scarcity: The Rule of the Few Notes: Below are my key takeaways and some interesting points, but I’m telling you. Buy it. Read it. Trust me. * Expensive implies quality. Example: gems in a jewel case that weren’t selling were marked up and then sold at a “discount” to the markup (a price higher than the original price), and they sold like hotcakes. * Power of contrast. Example: If you go into a men’s store they’ll try and sell you an expensive suit before the sell you the expensive jumper because the contrast makes the sweater appear more affordable. * Reciprocity. Example: If someone buys you something (say, a Coke), you’re more likely to buy something from them (say, raffle tickets). * Concession. Example: If someone tries to sell you something and you pass (say $5 of $1 raffle tickets), they’ll try and sell you something less, that you’ll end up buying because you feel bad (1 $1 raffle ticket). Another term used here is “reject then retreat.” * Commitment leads to consistency leads to collaboration. Example: During the Korean war, the Chinese got American soldiers to make public commitments of various things. Then they made those commitments even more public, which the American soldiers had to stand by to be consistent. That consistency then led them down a path of minor forms of collaboration – without them really thinking about it as such. * Writing something down, even privately, strengthens your commitment to something. * People like and believe in commitment because their image and reputation are on the line (i.e. the Chinese concentration camp example above). * People like more what they struggle to get, even if it’s not that good. Example: frats (hey, it’s in the book, don’t hate the messenger). * People like to feel they have control over a decision – even if they really don’t. * The power of social proof, or the idea that if others do it it’s good. Example: introverted pre-schoolers who saw introverted kids become social in a movie were more inclined to go play. Another example: cults. People follow the crowd because they believe in the “wisdom” of the crowd. * Convince and you shall be convinced. Example: cults, where people who convince or convert others become more convinced (that’s why so many are evangelical). * Assign responsibility if you want things done. Example: a stabbing that took place over many minutes had 38 witnesses…it happened cause everyone figured someone else would call the police. * The power of copycats that’ll play on social proof. Example: if you find a wallet of someone like you and you’re more likely to return it (it’s true). Another (scary) example: more suicides when the press publicizes a suicide…more fatal “accidents” too. * Liking is an important part of influence. Attractiveness, similarity (identity and context), compliments, contact & cooperation all can make someone more influential. * The reason good cop/bad cop works is because the subject feels someone is on their side. * Associations are powerful. Bearers of good news get treated well, and bad news get treated poorly. Examples: weathermen (or Roman messengers reporting lost battles!) * People tend to defer to authority/experts. Examples: experiments involving shock therapy where people listened to a guy in a lab coat to inflict pain on another human being (incredible how strong this is). * The power of connotations and context over content, and how it can imply authority. Titles and clothing do this. * Gaining trust. Example: a waiter who advises against a more expensive item early in the meal will gain the trust of everyone at the table, and then he can suggest more expensive items and more items through the course of the meal. * Scarcity is powerful. There’s a psychological reaction…people don’t want to lose their freedom and don’t want to lose. This plays to a second point: competition. Invite 3 used car buyers at the same time and you’ll sell the car faster. A cookie is more attractive if there are two of them than if there are 10 of them. (Always as yourself when something is scarce: will the cookie taste as good if there are 10 of them?). Plus, if you saw that the number went from 10 to 2, you want it even more. It can even lead to revolt…when something is given and then taken away, people get mad; if something is never given at all, they don’t know what they’re missing. * “It appears that commitments are most effective in changing a person’s self-image and future behaviour when they are active, public, and effortful.” * “The most influential leaders are those who know how to arrange group conditions to allow the principle of social proof to work maximally in their favour.” * “Social proof is most powerful for those who feel unfamiliar or unsure of​ a specific situation and who, consequently, must look outside of themselves for evidence of how to best behave there.” Review: Very enlightening and insightful - If, like me, you are fascinated by human psychology then you will definitely enjoy this book. Robert Cialdini brings to life the wealth of academic research into the psychology of persuasion in a very engaging book. He outlines six principles that when employed correctly generate almost automatic compliance (what he calls "click-whirr" - like pressing play on a cassette) in the other person: - Reciprocation - Commitment and consistency - Social Proof - Likeability - Authority - Scarcity Each principle is explained in detail and illustrated with real examples from both academic research as well as everyday life. Cialdini is very engaging and makes each chapter into a compelling story. A few of the examples may be well known to the reader, such as the famous shock experiment in the 60s into the effect of authority on compliance, but the author uses his examples perfectly, and it is his skill as a writer that makes the book so fascinating and the subject matter so vivid. I particularly enjoyed the chapter on Commitment and Consistency, which was a real eye-opener, especially some of the research examples. You can't help thinking how on earth are people so easily swayed into making big commitments purely by agreeing to almost trivial commitments first? But now I'm aware of the principle I have noticed it myself first hand. So why only four stars? My only niggle with the book is the author's somewhat negative or defensive stance on the subject. I bought the book hoping to learn how to be a better, more influential leader and manager, and in many respects the book met my expectations. But Cialdini's stance is very much that each principle of persuasion is a "weapon of influence" to be defended against by the unsuspecting victim. The epilogue certainly emphasises this view, and each chapter contains a section on how to recognise and defend against that compliance tactic. I can certainly see why this might be useful. There are plenty of unscrupulous tricksters out there trying to dupe us one way or another, and it is definitely wise to be vigilant to their tactics. But in general I felt that these are the minority of cases and that Cialdini projects a slightly too negative tone at times. Instead I would have liked him to explain how the majority of leaders employ the principles of persuasion for good. That minor point aside, "Influence" is an excellent book and well worth reading. ## Features - Influence: The Psychology of Persuasion - Must read book - It is made up of premium quality material. ## Technical Specifications | Specification | Value | |---------------|-------| | Best Sellers Rank | 37,199 in Books ( See Top 100 in Books ) 192 in Sales & Marketing 351 in Business Careers (Books) 652 in Applied Psychology (Books) | | Customer Reviews | 4.4 out of 5 stars 12,691 Reviews | ## Images ![Influence: The Psychology of Persuasion - Image 1](https://m.media-amazon.com/images/I/61wwAomEffL.jpg) ## Customer Reviews ### ⭐⭐⭐⭐⭐ If you haven't read it, then you should. *by S***H on 3 March 2018* Summary: This book can’t be summarized. It can only be very, very strongly recommended. Recommended? YES. Buy it now if you haven’t read it. Table of contents: 1 Weapons of Influence 2 Reciprocation: The Old Give and Take…and Take 3 Commitment and Consistency: Hobgoblins of the Mind 4 Social Proof: Truths Are Us 5 Liking: The Friendly Thief 6 Authority: Directed Deference 7 Scarcity: The Rule of the Few Notes: Below are my key takeaways and some interesting points, but I’m telling you. Buy it. Read it. Trust me. * Expensive implies quality. Example: gems in a jewel case that weren’t selling were marked up and then sold at a “discount” to the markup (a price higher than the original price), and they sold like hotcakes. * Power of contrast. Example: If you go into a men’s store they’ll try and sell you an expensive suit before the sell you the expensive jumper because the contrast makes the sweater appear more affordable. * Reciprocity. Example: If someone buys you something (say, a Coke), you’re more likely to buy something from them (say, raffle tickets). * Concession. Example: If someone tries to sell you something and you pass (say $5 of $1 raffle tickets), they’ll try and sell you something less, that you’ll end up buying because you feel bad (1 $1 raffle ticket). Another term used here is “reject then retreat.” * Commitment leads to consistency leads to collaboration. Example: During the Korean war, the Chinese got American soldiers to make public commitments of various things. Then they made those commitments even more public, which the American soldiers had to stand by to be consistent. That consistency then led them down a path of minor forms of collaboration – without them really thinking about it as such. * Writing something down, even privately, strengthens your commitment to something. * People like and believe in commitment because their image and reputation are on the line (i.e. the Chinese concentration camp example above). * People like more what they struggle to get, even if it’s not that good. Example: frats (hey, it’s in the book, don’t hate the messenger). * People like to feel they have control over a decision – even if they really don’t. * The power of social proof, or the idea that if others do it it’s good. Example: introverted pre-schoolers who saw introverted kids become social in a movie were more inclined to go play. Another example: cults. People follow the crowd because they believe in the “wisdom” of the crowd. * Convince and you shall be convinced. Example: cults, where people who convince or convert others become more convinced (that’s why so many are evangelical). * Assign responsibility if you want things done. Example: a stabbing that took place over many minutes had 38 witnesses…it happened cause everyone figured someone else would call the police. * The power of copycats that’ll play on social proof. Example: if you find a wallet of someone like you and you’re more likely to return it (it’s true). Another (scary) example: more suicides when the press publicizes a suicide…more fatal “accidents” too. * Liking is an important part of influence. Attractiveness, similarity (identity and context), compliments, contact & cooperation all can make someone more influential. * The reason good cop/bad cop works is because the subject feels someone is on their side. * Associations are powerful. Bearers of good news get treated well, and bad news get treated poorly. Examples: weathermen (or Roman messengers reporting lost battles!) * People tend to defer to authority/experts. Examples: experiments involving shock therapy where people listened to a guy in a lab coat to inflict pain on another human being (incredible how strong this is). * The power of connotations and context over content, and how it can imply authority. Titles and clothing do this. * Gaining trust. Example: a waiter who advises against a more expensive item early in the meal will gain the trust of everyone at the table, and then he can suggest more expensive items and more items through the course of the meal. * Scarcity is powerful. There’s a psychological reaction…people don’t want to lose their freedom and don’t want to lose. This plays to a second point: competition. Invite 3 used car buyers at the same time and you’ll sell the car faster. A cookie is more attractive if there are two of them than if there are 10 of them. (Always as yourself when something is scarce: will the cookie taste as good if there are 10 of them?). Plus, if you saw that the number went from 10 to 2, you want it even more. It can even lead to revolt…when something is given and then taken away, people get mad; if something is never given at all, they don’t know what they’re missing. * “It appears that commitments are most effective in changing a person’s self-image and future behaviour when they are active, public, and effortful.” * “The most influential leaders are those who know how to arrange group conditions to allow the principle of social proof to work maximally in their favour.” * “Social proof is most powerful for those who feel unfamiliar or unsure of​ a specific situation and who, consequently, must look outside of themselves for evidence of how to best behave there.” ### ⭐⭐⭐⭐ Very enlightening and insightful *by P***Y on 22 March 2014* If, like me, you are fascinated by human psychology then you will definitely enjoy this book. Robert Cialdini brings to life the wealth of academic research into the psychology of persuasion in a very engaging book. He outlines six principles that when employed correctly generate almost automatic compliance (what he calls "click-whirr" - like pressing play on a cassette) in the other person: - Reciprocation - Commitment and consistency - Social Proof - Likeability - Authority - Scarcity Each principle is explained in detail and illustrated with real examples from both academic research as well as everyday life. Cialdini is very engaging and makes each chapter into a compelling story. A few of the examples may be well known to the reader, such as the famous shock experiment in the 60s into the effect of authority on compliance, but the author uses his examples perfectly, and it is his skill as a writer that makes the book so fascinating and the subject matter so vivid. I particularly enjoyed the chapter on Commitment and Consistency, which was a real eye-opener, especially some of the research examples. You can't help thinking how on earth are people so easily swayed into making big commitments purely by agreeing to almost trivial commitments first? But now I'm aware of the principle I have noticed it myself first hand. So why only four stars? My only niggle with the book is the author's somewhat negative or defensive stance on the subject. I bought the book hoping to learn how to be a better, more influential leader and manager, and in many respects the book met my expectations. But Cialdini's stance is very much that each principle of persuasion is a "weapon of influence" to be defended against by the unsuspecting victim. The epilogue certainly emphasises this view, and each chapter contains a section on how to recognise and defend against that compliance tactic. I can certainly see why this might be useful. There are plenty of unscrupulous tricksters out there trying to dupe us one way or another, and it is definitely wise to be vigilant to their tactics. But in general I felt that these are the minority of cases and that Cialdini projects a slightly too negative tone at times. Instead I would have liked him to explain how the majority of leaders employ the principles of persuasion for good. That minor point aside, "Influence" is an excellent book and well worth reading. ### ⭐⭐⭐⭐⭐ Great fun from start to finish *by P***T on 9 April 2012* If you are looking for a well-written, accessible book on how advertising and other media affect our decision-making, I can strongly recommend the general reader try this one. Cialdini is a professor of Psychology in the USA who feels a strong urge to let us, the general public, get an insight into the way our opinions are manipulated by "compliance professionals". This means not just advertisers and salesmen, but politicians, health experts, religions and many others - all the people whose job it is to persuade us to do what they want. "Influence" is written with a light touch and plenty of dry wit. Jargon is kept to a minimum but the author doesn't go in for that shallow "self-help book" style which insults the reader's intelligence. Instead, he often opens a subject with a tale told against himself; how falling for a ploy stimulated him to analyse and understand it. His route into the subject is through a common-sense psychology; there are no weird theories. Cialdini identifies a core of simple, easily recognised behavioural reflexes which evolved to bind social groups together, but which are utilised by those in the know to weasel round our natural resistance. For example, we experience an innate knee-jerk of gratitude when given a present, no matter how small or inappropriate. Cialdini shows us how salemen take advantage of this to nudge us towards a sale; but also identifies the way we soon see the trick, and experience a secondary reflex of resentment and irritation. He shows the reader how to separate and understand these responses, avoiding both the con and the unpleasant feelings of anger that contaminate our reaction. This is all told with humour and humanity - and without unnecessary theorising. Though this book will undoubtedly be useful to businessmen, it's aimed at the punter, and if you are one it will change your life for the better. It will help you resist manipulation and even to have an ironic laugh at the efforts expended by others. You'll enjoy the read and probably, like me, find yourself recommending it to everyone you know. An ideal present especially for a younger reader, but a fruitful book at any age. :-{] ## Frequently Bought Together - Influence: The Psychology of Persuasion, Revised Edition - Pre-Suasion: A Revolutionary Way to Influence and Persuade --- ## Why Shop on Desertcart? - 🛒 **Trusted by 1.3+ Million Shoppers** — Serving international shoppers since 2016 - 🌍 **Shop Globally** — Access 737+ million products across 21 categories - 💰 **No Hidden Fees** — All customs, duties, and taxes included in the price - 🔄 **15-Day Free Returns** — Hassle-free returns (30 days for PRO members) - 🔒 **Secure Payments** — Trusted payment options with buyer protection - ⭐ **TrustPilot Rated 4.5/5** — Based on 8,000+ happy customer reviews **Shop now:** [https://www.desertcart.co.th/products/48776853-influence-the-psychology-of-persuasion](https://www.desertcart.co.th/products/48776853-influence-the-psychology-of-persuasion) --- *Product available on Desertcart Thailand* *Store origin: TH* *Last updated: 2026-06-12*