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Influence: The Psychology of Persuasion Paperback – 1 Feb 2007
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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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The book is divided into five main chapters: "Reciprocation", "Commitment and Consistency", "Social Proof", "Liking", "Authority" and "Scarcity". Together they compose Cialdini's "weapon of influence." Each chapter is filed with a plethora of examples illustrating the breadth of these "weapons" in society. For example, in the chapter on scarcity, the reader will be given examples ranging from collectible dollar bills, misbehaving toddlers, personal firearms, rebellious juries, the Soviet Union, a $3.3 million dollar TV showing of the Poseidon's Adventure and more. At the end of each chapter, Cialdini teaches the reader to identify when each "weapon of influence" may be influencing our decision and how to react accordingly.
The book has an incredible breadth of examples spanning 50 years of psychological research and a tone which keeps the reader engaged and well informed, but the structure does break down at times. Chapter subsections are a little unclear and often times examples seem to overlap certain categories. Moreover, it's difficult to tell whether certain examples are still relevant today given that the research may have been conducted decades ago(It's disappointing to see no examples relating to the impact of the internet or social media.) However, for the most part, the reader will quickly recall personal experiences with certain "weapons" and even potentially even have used some unsuspectingly.
For the student of Economics, Cialdini's examples vividly demonstrate the immense impact factors can have on actors (which are presumed to behave rationally) and touches on topics currently being researched in both the field of collective choice and behavioral economics.
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A lot of the discussion are things that we are already aware of. But this book explores the why and beyond.Read more