- 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: 13.5 x 2.1 x 20.3 cm
- Average Customer Review: 4.3 out of 5 stars See all reviews (284 customer reviews)
- Amazon Bestsellers Rank: 480 in Books (See Top 100 in Books)
Influence: The Psychology of Persuasion Paperback – 1 Feb 2007
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More About the Author
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)
About the Author
Robert B. Cialdini, Ph.D. holds dual appointments at Arizona State University. He is a W. P. Carey Distinguished Professor of Marketing and Regents' Professor of Psychology, and has been named Distinguished Graduate Research Professor. Dr. Cialdini is also president of Influence At Work, an international training and consulting company based on his groundbreaking body of research on the ethical business applications of the science of influence.
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Top Customer Reviews
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.
There are so many good stories. The one about Joe Girard, a car salesman who sends out each month 13,000 cards every month to former customers with a card saying, "I like you". Surely people wouldn't fall for that? Yes they do, he made more than $200,000 a year selling cars. He's in the Guinness Book of Records.
There's the story of how the Chinese got the American prisoners in the Korean War to betray their country by setting them essay questions. There's accounts of the trouble we can get into when we insist on being consistent or make a vague commitment to supporting a cause.
Cialdini exposes loads of sales techniques and has some fascinating insights into what motivates us.
As a self-employed person I'm really grateful for this knowledge. This is a book that everyone should read.
(Not sure if I will take the author's advice and wage active battle against those that deceptively exploit our psychological decision-making reflexes. I feel like that would just make me go crazy on car salesmen.)
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.Read more ›
Most Recent Customer Reviews
I love this book, great condition and it arrived really fast too.. Thank you so much..Published 7 days ago by Chris
A fascinating read, if a bit dry at times. It really makes you think about the marketing that is aimed at you. Read morePublished 10 days ago by Luke It Or Not
It will help you understand human behaviour through examples. It starts iff with basic human behaviour that many will say "I knew that already" but then see, they do it... Read morePublished 19 days ago by Amazon Customer
A readable run through of what makes us fall for sales and other tricksPublished 24 days ago by epona
A management classic. Great for understanding how sales people are plying their trade and knowing how to spot and counter the techniques in real time.Published 1 month ago by mr andrew cameron
A great book and easy to follow.This book is a cheat in a way because the knowledge you gain from this book can be used at work,dating and family relationships as well as business... Read morePublished 2 months ago by milangol786