Most helpful positive review
25 of 25 people found the following review helpful
Fascinating topic, fascinating book!
on 14 June 2004
I am one of those guys who lay my hands on every marketing-related book I can lay my hands on. Okay, this is not strictly speaking a marketing book, but is essential reading for anyone in marketing.
It would be more accurate to describe the topic of the book as social psychology, but the relevance to marketing becomes immediately apparent, because it examines the human nature which makes the compliance strategies of con artists so effective.
Cialdini selected the triggers he felt were the most important, and dedicated a chapter to each.
Robert Cialdini's work is brilliantly researched and he speaks as a true authority on the subject. His theories are clear and he backs up his statements with (sometimes astonishing) research findings. He writes well and his style is enjoyable.
The book is well laid out, and the findings are presented in a way which make them instantly usable.
Whether you are in marketing, or if you have ever been pressured into making a decision you later regretted, you will find this book really interesting and useful. I gladly recommend this title.