Influence: Science and Practiceis an examination of the psychology of compliance (i.e. uncovering which factors cause a person to say "yes" to another's request).
Written in a narrative style combined with scholarly research, Cialdini combines evidence from experimental work with the techniques and strategies he gathered while working as a salesperson, fundraiser, advertiser, and in other positions inside organizations that commonly use compliance tactics to get us to say "yes." Widely used in classes, as well as sold to people operating successfully in the business world, the eagerly awaited revision of Influence reminds the reader of the power of persuasion.
Cialdini organizes compliance techniques into six categories based on psychological principles that direct human behavior: reciprocation, consistency, social proof, liking, authority, and scarcity.
"This marvelous book explains in clear, practical language the ways in which we become persuaded. It offers excellent insights for those who sell, but even more importantly for all of us who negotiate and buy." -ROGER FISHER, Director, Harvard Negotiation Project, Co-author of "Getting to Yes."
"For marketers, it is among the most important books written in the last 10 years." -JOURNAL OF MARKETING RESEARCH
"The best sales tip I ever got was encouragement to read INFLUENCE by Dr. Robert Cialdini. It was so profound and insightful, I read it three times in a row." -GREG RENKER, President, Guthy-Renker
"It would be marvelous reading for students taking Social Psychology." -DAVID MYERS, Hope College
"The book is tremendously entertaining and very popular with students. It makes excellent reading for a Consumer Behavior or Advertising class." -ALAN J. RESNIK, Portland State University
"INFLUENCE should be required reading for all business majors." -JOURNAL OF RETAILING
Robert B. Cialdini is Regents' Professor of Psychology and Marketing at Arizona State University, where he has also been named W. P. Carey Distinguished Professor of Marketing. He has taught at Stanford University and Harvard's Kennedy School of Government. He has been elected president of the Society of Personality and Social Psychology. He is the recipient of the Distinguished Scientific Achievement Award of the Society for Consumer Psychology, the Donald T. Campbell Award for Distinguished Contributions to Social Psychology, and the (inaugural) Peitho Award for Distinguished Contributions to the Science of Social Influence.
Dr. Cialdini attributes his interest in social influences to the fact that he was raised in an entirely Italian family, in a predominantly Polish neighborhood, in a historically German city (Milwaukee), in an otherwise rural state.
All chapters conclude with "Summary" and "Study Questions."
1.Weapons of Influence.
Betting the Shortcut Odd.
2.Reciprocation: The Old Give and Take ... and Take.
How the Rule Works.
3.Commitment and Consistency: Hobgoblins of the Mind.
Commitment Is the Key.
4.Social Proof: Truths Are Us.
The Principle of Social Proof.
Cause of Death: Uncertain(ty).
Monkey Me, Monkey Do.
5.Liking: The Friendly Thief.
Making Friends to Influence People.
Why Do I Like You? Let Me List the Reasons.
Conditioning and Association.
6.Authority: Directed Deference.
The Power of Authority Pressure.
The Allures and Dangers of Blind Obedience.
Connotation Not Content.
7.Scarcity: The Rule of the Few.
Less Is Best and Loss Is Worst.
8.Instant Influence: Primitive Consent for an Automatic Age.
Shortcuts Shall Be Sacred.