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Influence: The Psychology of Persuasion
 
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Influence: The Psychology of Persuasion (Paperback)

by Robert Cialdini (Author)
4.4 out of 5 stars See all reviews (17 customer reviews)
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Product details

  • Paperback: 336 pages
  • Publisher: HarperBusiness; Rev. Ed., 1st Collins Business Essentials Ed edition (1 Feb 2007)
  • Language English
  • ISBN-10: 006124189X
  • ISBN-13: 978-0061241895
  • Product Dimensions: 19.8 x 13.5 x 2.3 cm
  • Average Customer Review: 4.4 out of 5 stars See all reviews (17 customer reviews)
  • Amazon.co.uk Sales Rank: 267 in Books (See Bestsellers in Books)

    Popular in these categories:

    #9 in  Books > Business, Finance & Law
    #14 in  Books > Health, Family & Lifestyle > Psychology & Psychiatry

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Product Description

Review
The material in Cialdini's Influence is a proverbial gold mine. -- Journal of Social and Clinical Psychology

Product Description
"Influence", the classic book on persuasion, explains the psychology of why people say "yes" - and how to apply these understandings. Dr. Robert Cialdini is the seminal expert in the rapidly expanding field of influence and persuasion. His thirty-five years of rigorous, evidence-based research along with a three-year program of study on what moves people to change behavior has resulted in this highly acclaimed book. You'll learn the six universal principles, how to use them to become a skilled persuader - and how to defend yourself against them. Perfect for people in all walks of life, the principles of "Influence" will move you toward profound personal change and act as a driving force for your success.

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Customer Reviews

17 Reviews
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Average Customer Review
4.4 out of 5 stars (17 customer reviews)
 
 
 
 
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Most Helpful Customer Reviews

 
85 of 87 people found the following review helpful:
5.0 out of 5 stars Required Reading for the Intelligent Consumer, 28 May 2004
By Professor Donald Mitchell "a Practical Optimi... (Boston) - See all my reviews
(TOP 10 REVIEWER)      
This review is from: Influence: Psychology of Persuasion (Paperback)
The human mind is a wonderful thing, capable of the most wonderful thought processes and ideas. Yet the brain is on automatic pilot for most situations. That allows the conscious mind to really focus. The drawback is that some people will use our conscious inattention to sneak one by us, like a fastball pitch to a hitter looking for a change-up.

Influence, the book, is very useful in this regard, because it uses interesting examples to help us be aware of our own tendency to let automatic pilot thinking take over.

Since I first read this book many years ago, I have been watching to see if the circumstances I see support or invalidate Professor Cialdini's points. By a margin of about 9 to 1, Cialdini wins.

Given that we are easily manipulated by our desire to be and to appear to be consistent with our past actions and statements, swayed by what the crowd is doing, and various other mechanisms, the only way we can be armed against unscrupulous marketing is to be as aware of these factors are the marketers are.

At the same time, I appreciated how the book explores the ethics of when and how much to apply these principles. Without this discussion, the book would come off like Machiavelli's, The Prince, for marketing organizations. That would have been a shame. By dealing with the ethics, Professor Cialdini creates the opportunity to educate us intellectually and morally. Well done!

I have read literally dozens of books about marketing and selling, and I find this one to be the most helpful in thinking about how influence actually works. Even if you will never work in marketing, you will benefit from reading this book in order to better focus your purchases and actions where they fit your needs rather than someone else's.

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31 of 33 people found the following review helpful:
3.0 out of 5 stars Good, but not totally convincing or that useful, 10 Sep 2007
I bought this book for two reasons - one to make myself more alert to sales techniques, and two to see if there are any useful insights to glean that could be applied to other areas of life.

On both counts the book delivers. Having recently been pitched to at work by a media tracking agency and nearly taken the bait (didn't in the end) I immediately recognised the use of reciprocity and scarcity to try and harry me into signing up. That alone was worth buying the book for, and I will definitely use that insight in future.

In addition, the chapter on consistency is also very useful. I've been involved in trying (and failing) to get people behind certain campaigns in the past. As such the discussion about getting people to make small commitments to establish a self image which they then feel the need to act consistently with both rang true on a personal level, and seems like something worth trying out in future.

So why only three stars? For one I did not find elements of the book convincing. The section dealing with newspaper coverage of suicides is the bit that really troubles me. Some of the data seems both to be limited and have been interpreted quite loosely. I would need a lot more convincing that the stats are being interpreted reasonably, it looks far too rough and ready. Given that this book is really about behavioural biases surely it should be extra careful about interpretaion of data as this is something we humans tend to be very bad at, always looking for patterns that aren't there and so on. That then leads me to query the hypothesis built on top of the data and to be honest I find myself not buying it. That also makes me query whether other chapters suffer from similar flaws.

Secondly, the book isn't actually that useful once you get your head around the key techniques because, as a previous reviewer says, simply having the knowledge that you have biases doesn't make them go away. To be really useful the book should have spent as much time reinforcing ways to resist the influence of biases as it does explaining what they are.

That said it is very readable, and I got what I wanted from it, but it could have been better.
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39 of 42 people found the following review helpful:
5.0 out of 5 stars Invest in Influence, 6 Jun 2005
By Dilraj Sidhu "D. Sidhu-Singh" (London,England) - See all my reviews
(REAL NAME)   
This review is from: Influence: Psychology of Persuasion (Paperback)
I first read an excerpt of Dr Cialdini's book in a Harvard Business Review article and it was one of the few times I actually bought the book on the same day. The six universal principles of influence and persuasion are superb in their brevity and ability to work in a wide variety of situations. With Dr Cialdini backing up his writings with 50 years of social science research (not to mention his own 3 year investment of time to learn the trade secrets of many organisations, both private sector and public sector) it makes learning and using the principles of persuasion systematic and not dependant on being 'a born sales person or natural influencer'. A fantastic read with plenty of anecdotes (backed up by research) and uses. If you buy one book on the subject of Influence and Persuasion - make it this one!. Also, for reader's interest the book has been translated into a two-day workshop on how to best utilise the 6 principles of influence and persuasion and are run by Dr Cialdini's outfit called Influence At Work - they have a US and UK presence. Good reading!
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Most Recent Customer Reviews

4.0 out of 5 stars Still good
Very engaging book, rich in anecdotes and very well structured. Each section builds up and then ends on that note you get, you know - when someone tells you a fascinating story... Read more
Published 4 days ago by Mr. B. Moyo

5.0 out of 5 stars Brilliant Material
I ate up every word in this book, and I found it very educational and informative. Anyone who reads it will have their eyes opened. Read more
Published 1 month ago by W. Dashwood-quick

5.0 out of 5 stars What a great book
This is the first time that I have written a review for a book.

I must admit when I read a lot the reviews on books on Amazon- I always think that the author got a... Read more
Published 1 month ago by Buy the book

5.0 out of 5 stars Educative... and entertaining
Nicely written and easy to read. Cialdini illustrates the points the makes with entertaining and often shocking stories taken from real life. Read more
Published 1 month ago by Notorious BMG

5.0 out of 5 stars You have to read this!
I'm what Dr. Cialdini calls a "compliance professional": a copywriter and a salesman. But, like everyone else, I'm also a consumer. Read more
Published 2 months ago by Rocco Barbini

5.0 out of 5 stars Fantastic read
This book is not only a great read, its also filled with great stories which demonstrate the points being made very well. Read more
Published 4 months ago by Myshkin

5.0 out of 5 stars You should buy and read this title because it works...
This book is one of those rare occurences when an academic manages to beautifully strike a popular chord in presenting his/her field of expertise. Read more
Published 7 months ago by Demi Grammatopoulos

2.0 out of 5 stars Disappointing - over promises and under delivers
Well, let's start by an admission, I'm only 1/2 way through so far. I'm writing because I feel the book is underdelivering on its core promise - that of being a way to improve... Read more
Published 9 months ago by Wants-to-do-better

3.0 out of 5 stars It is a great book but not 100% what im after, reccomend it though..
This book is definetly worth gettin because it is an interesting read and the author clearly knows what he is talking about. Read more
Published 10 months ago

5.0 out of 5 stars Wonderful book
I read this book in less than 4 days.
I reckon this is a must read not just for Marketers but everyone involved in business. Read more
Published 10 months ago by -

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