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Robert B. Cialdini

Influence: The Psychology of Persuasion Audio CD – Import, 11 October 2016

by Robert B Cialdini Phd (Author), George Newbern (Reader)

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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 persuaderand 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.

Print length

1 pages
Language

English
Publisher

Harper Business
Publication date

11 October 2016
Dimensions

13.72 x 2.29 x 14.22 cm
ISBN-10

1624608043
ISBN-13

978-1624608049
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Product description

About the Author

Robert B. Cialdini, PhD, holds dual appointments at Arizona State University. He is a W. P. Carey Distinguished Professor of Marketing and Regent's Professor of Psychology, and has been named Distinguished Graduate Research Professor. Dr. Cialdini is also president of Influence at Work (www.InfluenceAtWork.com), an international training and consulting company based on his groundbreaking body of research on the ethical business applications of the science of influence.

George Newbern is an Earphones Award-winning narrator and a television and film actor best known for his roles as Brian MacKenzie in Father of the Bride and Father of the Bride Part II, as well as Danny in Friends. As a voice actor, he is notable for his role as Superman on the Cartoon Newtork series Static Shock, Justice League, and Justice League Unlimited. He has guest starred on many television series, including Scandal, The Mentalist, Private Practice, CSI: Miami, and Numb3rs. He holds a BA in theater arts from Northwestern University.

Product details

Publisher : Harper Business; Unabridged edition (11 October 2016)
Language : English
Audio CD : 1 pages
ISBN-10 : 1624608043
ISBN-13 : 978-1624608049
Item Weight : 295 g
Dimensions : 13.72 x 2.29 x 14.22 cm

Best Sellers Rank: #1,600,855 in Books (See Top 100 in Books)
- #19,143 in Self-Help for Success
- #22,243 in Motivational Self-Help
- #161,273 in Personal Transformation

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Customer reviews

5 star		65%
4 star		19%
3 star		6%
2 star		4%
1 star		6%

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Nitin Sachdeva

Poor paper quality

Reviewed in India on 23 January 2018

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Book content - excellent
Paper quality - Very bad. It is equivalent to quality that is available on road side or some times on traffic signals at max. 100 Rs.
Quality of paper must be improved, here paying extra in comparison to what is available on locations mentioned above.
Book not worth amount paid.

55 people found this helpful

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Yash E

Despicable Print Quality. Great book. Don't bother buying here!

Reviewed in India on 11 July 2018

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The book is obviously a milestone and I started reading it in my Kindle. I wanted to have it in my collection and ordered the physical copy. Thanks to Amazon's service, I got the book very next day. To my surprise, the book is third rate cheap print you'd find on road sides and bus stations! It's not worth the price and shouldn't be spent more than Rs.100 for such a copy.

TL;DR
Awesome content. Horrible Copy. Great Service by Amazon. Returned!

39 people found this helpful

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Rabbit king

Excellent book on persuasive techniques

Reviewed in India on 6 July 2017

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Great book to learn persuasion techniques . It also tells how to defend us from people using such tricks for profit. It uses academic research as evidence to support its techniques.The vocabulary and sentence structure used in the book can be further simplified and made crisp.

15 people found this helpful

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Subahsish Adhikary

To a marketer this book is a gem

Reviewed in India on 26 June 2019

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Well, I'm reviewing this book from the perspective of a digital marketer. This book provides insight into how people are influenced by several psychological factors and how marketers/salespersons are exploiting these to make a profit. As a fellow marketing professional, I liked the content of this book which gave me an overall idea about basic human psychologies that triggers us to take involuntary/voluntary actions if taken advantage. It's a well written book.

3 people found this helpful

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Akash

An eye opening read

Reviewed in India on 23 February 2019

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The author has presented parts of our psychology which were previously unknown to me. Couldn't wonder any less on some of the research findings in the book and how people's ideas of themselves affects their behaviours. A must read for everyone looking to gain insights into influencing decision making.

2 people found this helpful

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Pronob Mukerji

INFLUENCE & IT'S POWER

Reviewed in India on 13 September 2019

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Click, Whirr.....Click Whirr....the the human brain keeps ticking away !

Robert Cialdini is spot on with his persuasive book on psychology and gives us brilliant examples and anecdotes on how 'Influence' works on us in the most subtle yet powerful ways possible.

The 6 'Weapons of Influence' as he calls them are Reciprocation, Commitment and Consent, Social Proof, Liking, Authority and Scarcity. Everyday we use one of these tools to soften, convince and sell to others. Conversely, these tools are used on us by others and we fall into traps of bargaining, buying and possessing.

The 'How Not To' at the end of each chapter reveals so much about consumer psychology.

Must read if you are Selling anything...

One person found this helpful

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PKB

Fundamental characteristics of behaviour of mind in marketing

Reviewed in India on 18 July 2020

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It covers the fundamentals of behaviour of our mind in various situations and how our decisions are affected by our natural intuition and external stimulus. It highlights the awareness we have to develop in such confusing situation to decide rightly.
A great book for marketers as well as consumers to know the intricacies of human psychology used for influencing buyer’s decision.

One person found this helpful

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Ishan Jain

PIRATED COPY

Reviewed in India on 30 November 2020

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The book was offered at a steep discount often luring the customers to fall for the trap and selling a pirated copy of the book. Poor Print and page quality. More than the amazon, the seller is responsible for selling such illegitimate products and Amazon for not verifying the authenticity of the products sold on their platform. Really disappointed!!

3 people found this helpful

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Stiven Skyrah

If you haven't read it, then you should.

Reviewed in the United Kingdom on 3 March 2018

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Summary: This book can’t be summarized. It can only be very, very strongly recommended.

Recommended? YES. Buy it now if you haven’t read it.

Table of contents:
1 Weapons of Influence
2 Reciprocation: The Old Give and Take…and Take
3 Commitment and Consistency: Hobgoblins of the Mind
4 Social Proof: Truths Are Us
5 Liking: The Friendly Thief
6 Authority: Directed Deference
7 Scarcity: The Rule of the Few

Notes:
Below are my key takeaways and some interesting points, but I’m telling you. Buy it. Read it. Trust me.

* Expensive implies quality. Example: gems in a jewel case that weren’t selling were marked up and then sold at a “discount” to the markup (a price higher than the original price), and they sold like hotcakes.
* Power of contrast. Example: If you go into a men’s store they’ll try and sell you an expensive suit before the sell you the expensive jumper because the contrast makes the sweater appear more affordable.
* Reciprocity. Example: If someone buys you something (say, a Coke), you’re more likely to buy something from them (say, raffle tickets).
* Concession. Example: If someone tries to sell you something and you pass (say $5 of $1 raffle tickets), they’ll try and sell you something less, that you’ll end up buying because you feel bad (1 $1 raffle ticket). Another term used here is “reject then retreat.”
* Commitment leads to consistency leads to collaboration. Example: During the Korean war, the Chinese got American soldiers to make public commitments of various things. Then they made those commitments even more public, which the American soldiers had to stand by to be consistent. That consistency then led them down a path of minor forms of collaboration – without them really thinking about it as such.
* Writing something down, even privately, strengthens your commitment to something.
* People like and believe in commitment because their image and reputation are on the line (i.e. the Chinese concentration camp example above).
* People like more what they struggle to get, even if it’s not that good. Example: frats (hey, it’s in the book, don’t hate the messenger).
* People like to feel they have control over a decision – even if they really don’t.
* The power of social proof, or the idea that if others do it it’s good. Example: introverted pre-schoolers who saw introverted kids become social in a movie were more inclined to go play. Another example: cults. People follow the crowd because they believe in the “wisdom” of the crowd.
* Convince and you shall be convinced. Example: cults, where people who convince or convert others become more convinced (that’s why so many are evangelical).
* Assign responsibility if you want things done. Example: a stabbing that took place over many minutes had 38 witnesses…it happened cause everyone figured someone else would call the police.
* The power of copycats that’ll play on social proof. Example: if you find a wallet of someone like you and you’re more likely to return it (it’s true). Another (scary) example: more suicides when the press publicizes a suicide…more fatal “accidents” too.
* Liking is an important part of influence. Attractiveness, similarity (identity and context), compliments, contact & cooperation all can make someone more influential.
* The reason good cop/bad cop works is because the subject feels someone is on their side.
* Associations are powerful. Bearers of good news get treated well, and bad news get treated poorly. Examples: weathermen (or Roman messengers reporting lost battles!)
* People tend to defer to authority/experts. Examples: experiments involving shock therapy where people listened to a guy in a lab coat to inflict pain on another human being (incredible how strong this is).
* The power of connotations and context over content, and how it can imply authority. Titles and clothing do this.
* Gaining trust. Example: a waiter who advises against a more expensive item early in the meal will gain the trust of everyone at the table, and then he can suggest more expensive items and more items through the course of the meal.
* Scarcity is powerful. There’s a psychological reaction…people don’t want to lose their freedom and don’t want to lose. This plays to a second point: competition. Invite 3 used car buyers at the same time and you’ll sell the car faster. A cookie is more attractive if there are two of them than if there are 10 of them. (Always as yourself when something is scarce: will the cookie taste as good if there are 10 of them?). Plus, if you saw that the number went from 10 to 2, you want it even more. It can even lead to revolt…when something is given and then taken away, people get mad; if something is never given at all, they don’t know what they’re missing.
* “It appears that commitments are most effective in changing a person’s self-image and future behaviour when they are active, public, and effortful.”
* “The most influential leaders are those who know how to arrange group conditions to allow the principle of social proof to work maximally in their favour.”
* “Social proof is most powerful for those who feel unfamiliar or unsure of a specific situation and who, consequently, must look outside of themselves for evidence of how to best behave there.”

112 people found this helpful

jay321

Not persuasively good

Reviewed in the United Kingdom on 1 June 2018

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The book is 'okay'. The six areas the author identifies are interesting but there are two major issues with the book for me. Firstly, it is a bit rambling, you could have easily got all the principles and had a discussion around it in 100 pages. The second issue is that it is very American, so a lot of the examples talk about particular aspects of being in in American college and high school, baseball, that type of thing. I watch a lot of American programs but even with this it just made no sense at all. In this regard the book has failed to persuade me as to its merits (which is what the book is supposed to be an expert illustration).

57 people found this helpful

Sue Cartwright

An invaluable series of lessons to be learned about self awareness

Reviewed in the United Kingdom on 12 November 2018

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A phenomenal book that provides example after example of how human beings are continuously duped into making automatic decisions without thinking them through, resulting in an invaluable series of lessons to be learned about self awareness.

Robert is a brilliant writer who well earns his accolade as the 'seminal expert in the rapidly expanding field of influence and persuasion' as he sets out how the five psychological principles of consistency, reciprocation, social proof, liking and scarcity direct human behaviour to give these tactics their power.

The ability for each of these principles to produce a distinct kind of automatic, mindless compliance from people to willingly say 'yes' without giving it a second thought is explained. Quite astounding and entertaining at the same time - a real eye opener and highly recommended for anyone who wants to take control over their decision making and indeed, understand how to achieve buy-in from others to do what they want them to do.

I first read this book in March 2012 and read it again this year as part of my research for my new blog.

What really caught my eye, the second time round, is the last chapter on Authority - How To Say No. This in view of the fact that it is now common knowledge that too many 'Social Media Consultants' who claim to be 'experts' are actually nothing of the kind.

Robert writes: 'We particularly mis-perceive the profound impact of authority (and its symbols)on our actions, we are at the disadvantage of being insufficiently cautious about its presence in compliance situations. A fundamental form of defence against this problem. When this awareness is coupled with a recognition of how easily authority symbols can be faked, the benefit will be a properly guarded approach to situations involving authority-influence attempts.'

He goes on to say that the best way to protect ourselves is to ask two questions: 1) Is this authority truly an expert? (to focus our attention on acquiring evidence of credentials and the relevance of those credentials to the topic in hand thus avoiding automatic deference), and 2) How truthful can we expect the expert to be here? (To focus on their trustworthiness in the situation as we seem to be swayed more by experts who seem to be impartial than by those who have something to gain by convincing us).

12 people found this helpful

Jeremy Prior

Hard going

Reviewed in the United Kingdom on 28 May 2014

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The book took a lot of effort to get through. Much of it applies more to American marketing psychology which is very different from that of the UK. I had to skimp through bits that got me bogged-down in topics that were a. not relevant to my interest or b. over-stating the point or topic being covered, indicating to me that it was written with rather too much 'padding'.

However when I skipped to parts that I was interested in, the topics were quite enlightening. It certainly highlights the vulnerability and gullibility of 'the public' that is exploited in a scurrilous manner by so much of the commercial and corporate world. I helps to know what tricks they use in order to be a jump ahead of them if any should try such tricks against us. I would say it was useful but in a limited way. Interesting in parts. Perhaps not quite as revolutionary as the old 1960s "How to win friends and Influence People" by Dale Carnegie but in my opinion it's a modern day upgrade on the ethos contained in that book, but with a lot of the sexism updated to be more politically correct for the 21st Century. It was good value certainly.

31 people found this helpful

Luke It Or Not

Never trust a marketeer

Reviewed in the United Kingdom on 27 January 2016

Verified Purchase

A fascinating read, if a bit dry at times. It really makes you think about the marketing that is aimed at you. It makes you question the "great deals" you have got in the past and the ones currently on offer to you (a great money saving device!) It can lead you to feel quite cynical about the way companies (and some individuals) behave. But if you step back a bit, the book gives you the tools to defend yourself with (or approach others with - if you are a marketeer!) and helps you make more informed choices.
Some of the samples are so small that statistically the assertions are difficult to back up, but if you put that to one side you can believe the experiments would get results in the stated direction.

5 people found this helpful

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