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Influence: Science and Practice (4th Edition), by Robert B. Cialdini
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Influence: Science and Practice is an examination of the psychology of compliance (i.e. uncovering which factors cause a person to say "yes" to another's request) and is written in a narrative style combined with scholarly research. Cialdini combines evidence from experimental work with the techniques and strategies he gathered while working as a salesperson, fundraiser, advertiser, and other positions, inside organizations that commonly use compliance tactics to get us to say "yes." Widely used in graduate and undergraduate psychology and management classes, as well as sold to people operating successfully in the business world, the eagerly awaited revision of Influence reminds the reader of the power of persuasion. Cialdini organizes compliance techniques into six categories based on psychological principles that direct human behavior: reciprocation, consistency, social proof, liking, authority, and scarcity. New Reader's Reports are included in the Fourth Edition and illustrate how readers have used one of the principles or have had a principle of influence used on them.
- Sales Rank: #311035 in Books
- Published on: 2000-07-09
- Original language: English
- Number of items: 1
- Dimensions: 8.96" h x .58" w x 5.96" l, .80 pounds
- Binding: Paperback
- 262 pages
Review
Here's what people are saying about the material in INFLUENCE: Science and Practice:
“This marvelous book explains in clear, practical language the ways in which we become persuaded. It offers excellent insights for those who sell, but even more importantly for all of us who negotiate and buy.” —ROGER FISHER, Director, Harvard Negotiation Project, Co-author of “Getting to Yes.”
“For marketers, it is among the most important books written in the last 10 years.” —JOURNAL OF MARKETING RESEARCH
“The best sales tip I ever got was encouragement to read INFLUENCE by Dr. Robert Cialdini. It was so profound and insightful, I read it three times in a row.” —GREG RENKER, President, Guthy-Renker
“It would be marvelous reading for students taking Social Psychology.” —DAVID MYERS, Hope College
“The book is tremendously entertaining and very popular with students. It makes excellent reading for a Consumer Behavior or Advertising class.” —ALAN J. RESNIK, Portland State University
“INFLUENCE should be required reading for all business majors.” —JOURNAL OF RETAILING
From the Publisher
FEATURES:
• Engaging writing style with amusing anecdotes.
• Includes citations from both recent and classic research.
• Describes how to resist unwanted influence attempts.
• Well known and influential author speaks frequently on “The Power of Ethical Influence” to such organizations as IBM, the Mayo Clinic, and NATO.
NEW TO THIS EDITION:
• New reports from readers illustrate how a principle has worked on or for them.
• Additional examples from current events illustrate psychological research, such as holiday gift crazes for Beanie Babies, Furbies, and Pokemon; the Columbine High School shootings; and the FBI's decision to attack Branch Davidian headquarters in Waco, Texas.
From the Back Cover
Over a quarter million copies sold!
How does this information make you feel about the book? If, even for a moment, you thought that a proven and popular book might be the one you were interested in, you may have been persuaded by a potent principle of influence—in this case, the principle of social proof.
Have you ever found yourself saying “yes” to a telemarketer or to a child selling candy and then wonder why you have just agreed to subscribe to a magazine that you really aren't interested in or to buy a candy bar that you really don't want? In this revised, updated, and expanded book, not only will you find out what techniques were used to get you to say yes, but you will also learn some worthwhile ways to defend yourself from future requests.
Most helpful customer reviews
100 of 103 people found the following review helpful.
To Anyone Reading One Of The One Star Reviews. This Book Is A New Classic.
By Claude Whitacre author
As an author of books on selling, I keep an eye out for the best books on sales and sales psychology. This book is a game changer.
In reply to the few one star reviews...It has been stated in the uncharitable reviews, that the entire content of the book could have been written in a few pages. I agree, at first look, this would seem true. The Harvard Business Review article "Harnessing the Science of Persuasion" by Cialdini, from their October 2001 issue....is a good example. You can even get the Six Principles from the books Table Of Contents...save yourself some time.
But sales ideas have to not just be listed....not just explained...they have to be sold. Examples have to be given, Principles have to be
explained...we need proof. And you need the entire book to do that. The people who read a short article by the author, maybe read the
ideas...but nothing else happens. Salespeople are changed by the content of this book, like with all great sales books. For salespeople to benefit from a sales book, the ideas have to be explained, understood, proven, accepted, and made real. This book does that.
I own perhaps 2,000 books on the subject of selling. This is certainly in the top 5.
27 of 27 people found the following review helpful.
It’s packed with fascinating research and stories.
By Brian Johnson
[[VIDEOID:df86534f0962fff0eeb7e958e0cbf09b]] “One aspect of what I learned in this three-year period of participant observation was most instructive. Although there are thousands of different tactics that compliance practitioners employ to produce yes, the majority fall within six basic categories. Each of these categories is governed by a fundamental psychological principle that directs human behavior and, in so doing, gives the tactics their power. The book is organized around these six principles, one to a chapter. The principles—consistency, reciprocation, social proof, authority, liking, and scarcity—are each discussed in terms of their function in the society and in terms of how their enormous force can be commissioned by a compliance professional who deftly incorporates them into requests for purchases, donations, concessions, votes, assent, etc. ...
Each principle is examined as to its ability to produce a distinct kind of automatic, mindless compliance from people, that is, a willingness to say yes without thinking first. The evidence suggests that the ever-accelerating pace and informational crush of modern life will make this particular form of unthinking compliance more and more prevalent in the future. It will be increasingly important for the society, therefore, to understand the how and why of automatic influence.”
~ Robert B. Cialdini from Influence
This is the classic text on the psychology of persuasion.
Robert Cialdini is a professor of both psychology and marketing at Arizona State University.
In addition to decades of lab experiments, Robert also spent three years in “participant observation”—aka embedding himself as a sort of spy in various organizations to learn the tricks of their trade. He tried everything from selling cars and vacuums to becoming a bus boy at a restaurant so he could learn how waiters do their thing.
The book is simultaneously kind of a consumer protection guide (how not to be duped) AND a manual for marketers (how to sell your stuff!).
Let's jump straight into some the Big Ideas:
1. Know Thy Triggers - One thru six.
2. Influence Yourself - Get your foot in the door.
3. Commitment - Write it. Share it. (WOOP it!)
4. Shocking Truth - Meet Professor Milgram.
5. Stand up - And push back. Exert your influence.
Let’s choose to influence ourselves and others wisely!
More goodness— including PhilosophersNotes on 300+ books in our *OPTIMIZE* membership program. Find out more at brianjohnson . me.
6 of 6 people found the following review helpful.
Great content but e-book version needs update
By Xuan
As far as psychology books go, this one is highly readable and even enjoyable. There is a wry sense of humor told tongue-in-cheek as only academics can. To learn about the dark art of 'compliance professionals' is entertaining, and may even be useful, though I wouldn't call this a self-help book. It also goes a bit more in-depth than your average popular psychology text. While the content deserves five stars, I give this book 4 stars because of the Kindle edition. It must have been digitized in the early days of Kindle. For example, the table of contents isn't available in the side menu, and footnotes are not hyperlinks but just numbers. With a proper update, it should be a must-read.
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