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Influence
Cover of Influence
Influence
The Psychology of Persuasion

The foundational and wildly popular go-to resource for influence and persuasion—a renowned international bestseller, with over 5 million copies sold—now revised adding: new research, new insights, new examples, and online applications.

In the new edition of this highly acclaimed bestseller, Robert Cialdini—New York Times bestselling author of Pre-Suasion and the seminal expert in the fields of influence and persuasion—explains the psychology of why people say yes and how to apply these insights ethically in business and everyday settings. Using memorable stories and relatable examples, Cialdini makes this crucially important subject surprisingly easy. With Cialdini as a guide, you don't have to be a scientist to learn how to use this science.

You'll learn Cialdini's Universal Principles of Influence, including new research and new uses so you can become an even more skilled persuader—and just as importantly, you'll learn how to defend yourself against unethical influence attempts. You may think you know these principles, but without understanding their intricacies, you may be ceding their power to someone else.

Cialdini's Principles of Persuasion:

  • Reciprocation
  • Commitment and Consistency
  • Social Proof
  • Liking
  • Authority
  • Scarcity
  • Unity, the newest principle for this edition
  • Understanding and applying the principles ethically is cost-free and deceptively easy. Backed by Dr. Cialdini's 35 years of evidence-based, peer-reviewed scientific research—including a three-year field study on what leads people to change—Influence is a comprehensive guide to using these principles to move others in your direction.

    The foundational and wildly popular go-to resource for influence and persuasion—a renowned international bestseller, with over 5 million copies sold—now revised adding: new research, new insights, new examples, and online applications.

    In the new edition of this highly acclaimed bestseller, Robert Cialdini—New York Times bestselling author of Pre-Suasion and the seminal expert in the fields of influence and persuasion—explains the psychology of why people say yes and how to apply these insights ethically in business and everyday settings. Using memorable stories and relatable examples, Cialdini makes this crucially important subject surprisingly easy. With Cialdini as a guide, you don't have to be a scientist to learn how to use this science.

    You'll learn Cialdini's Universal Principles of Influence, including new research and new uses so you can become an even more skilled persuader—and just as importantly, you'll learn how to defend yourself against unethical influence attempts. You may think you know these principles, but without understanding their intricacies, you may be ceding their power to someone else.

    Cialdini's Principles of Persuasion:

  • Reciprocation
  • Commitment and Consistency
  • Social Proof
  • Liking
  • Authority
  • Scarcity
  • Unity, the newest principle for this edition
  • Understanding and applying the principles ethically is cost-free and deceptively easy. Backed by Dr. Cialdini's 35 years of evidence-based, peer-reviewed scientific research—including a three-year field study on what leads people to change—Influence is a comprehensive guide to using these principles to move others in your direction.

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    Excerpts-
    • Chapter One

      One of the reasons reciprocation can be used so effectively as a device for gaining another's compliance is its power. The rule possesses awesome strength, often producing a "yes" response to a request that, except for an existing feeling of indebtedness, would have surely been refused. Some evidence of how the rule's force can overpower the influence of other factors that normally determine whether a request will be complied with can be seen in a second result of the Regan study, Besides his interest in the impact of the reciprocate rule on compliance Regan was also interested in how liking for person affects the tendency to comply with that person's request. To measure how liking toward how affected the subjects' decisions to buy his raffle tickets, Regan had them fill out several rating scales indicating how much they liked Joe. He then compared their liking responses with the number of tickets they had purchased from Joe. There was significant tendency for subjects to by more raffle tickets from Hoe the more they liked him. But this alone is hardly a startling finding. Most of us would have guessed that people are more willing to do a favor for someone they like.

      The interesting thing about the Regan experiment, however, is that the relationship between liking and compliance was completely wiped out in the condition under which subjects had been given a Coke by Joe. For those who owed him a favor, it made no difference whether they liked him or not; they felt a sense of obligation to repay him, and they did. The subjects in that condition who indicated that they disliked Joe bought just as many of his tickets as did those who indicated that they liked him. The rule for reciprocity was so strong that it simply overwhelmed the influence of a factor—liking for the requester—that normally affects the decision to comply.

    About the Author-
    • Dr. Robert Cialdini is an award-winning behavioral scientist and author. He is the president and CEO of Influence at Work, focusing on live and virtual keynotes, streaming and online corporate training.

      In acknowledgement of his outstanding research achievements and contributions in behavioral science, Dr. Cialdini was elected to the American Academy of Arts & Sciences and the National Academy of Sciences. He has over 230 professional and scientific publications. Robert Cialdini is Regents' Professor Emeritus of Psychology and Marketing at Arizona State University.

      Cialdini is known as the foundational expert in the science of influence and how to apply it ethically in business and elsewhere, and his Principles of Persuasion have become the cornerstone for any organization serious about increasing their effectiveness in sales, leadership, marketing, management and communication. He is a three-time New York Times bestselling author, with more than 5 million copies sold throughout the world. He is frequently referred to as the "Godfather of Influence."

    Reviews-
    • Library Journal

      December 1, 2013

      Cialdini's fascinating look into how opinions and behaviors are swayed by outside influence can help readers develop their own powers of persuasion. For all areas of life where influence is needed.

      Copyright 2013 Library Journal, LLC Used with permission.

    • Daniel Kahneman, Nobel Prize laureate and author of Thinking, Fast and Slow and Noise "Robert Cialdini has done the impossible: he has improved a masterpiece. The new version of Influence is a marvelously rich and engaging account of the subtle power that people exert on each other."
    • Daniel L. Shapiro, Ph.D., founder and director of the Harvard International Negotiation Program and author of Negotiating the Nonnegotiable "A phenomenal book! Whether you seek to boost sales, strike a better deal, or improve your relationships, Influence offers scienti?cally tested principles that can change your life."
    • Richard Thaler, Nobel Prize laureate and author of Nudge and Misbehaving "In this update of his classic book, the world's most practical social psychologist shares his wisdom and reveals his charm. There's dynamite here. Please use what you learn with care!"
    • Betsy Levy Paluck, professor of psychology and public affairs,  deputy director of the Kahneman-Treisman Center for Behavioral Science and Public Policy, Princeton University "Like every psychologist I know (and like many thousands of others who are curious about how the world works), I got my start learning about persuasion with Bob Cialdini's Influence. This revised edition builds so meaningfully on the worn ?rst edition sitting next to my desk—Influence will continue to clarify and inspire the art and science of persuasion for years to come."
    • Tim Harford, author of The Data Detective (US)/How to Make the World Add Up (UK) "Influence richly deserves its status as the de?nitive book on the subject. I learned so much from this revised edition, and so will you."
    • Adam Grant, New York Times bestselling author of Think Again and Originals and host of the TED podcast WorkLife
      "This is the most important book ever written about the science of persuasion, and it just keeps getting better. I can't imagine a more fascinating, more practical read."
    • Jonah Berger, professor at the Wharton School and author of Contagious and The Catalyst "Prepare to be dazzled. Bob Cialdini is the godfather of in?uence, and the original version of this book is already a classic. Whether you're trying to in?uence or understand how others in?uence you, this book will show you how."
    • Annie Duke, author of Thinking in Bets and How to Decide "Robert Cialdini is a pioneer in translating complex scientific work into a fun and digestible form that the rest of us can understand and benefit from. In this updated version of Influence, Cialdini updates what was already a powerhouse book with the latest, cutting edge research and new narratives to masterfully draw the reader in. Influence was always a must read and, now, it is even more so."
    • Robert I. Sutton, professor at the Stanford Graduate School of Business and author of seven books, including New York Times bestsellers The No Asshole Rule and Good Boss, Bad Boss "Influence is the only book I've assigned to my organizational behavior students at Stanford for the last twenty-?ve years. Students love it, and, years later, rave about how helpful it is has been throughout their careers. The new version is even more useful and nuanced— and even more fun to read."
    • BJ Fogg, Ph.D., founder of Stanford’s Behavior Design Lab "Influence is now even more practical and powerful. The new principle of unity alone is a game changer. Bravo!"
    • Chris Voss, author of the Wall Street Journal bestseller Never Split the Difference "Anyone who wants their abilities in communication or negotiation to be at their highest level has to read Robert Cialdini's book Influence. Your knowledge base is simply incomplete without it."
    • Dorie Clark, author of Reinventing You and executive education faculty, Duke University Fuqua School of Business "Influence is a modern business classic that has profoundly shaped the ?elds of marketing and psychology. Robert Cialdini's new edition makes a brilliant book even better, with robust new insights and examples."
    • Angela Duckworth, author of Grit and founder and CEO of Character Lab "If there is only one book you'll ever read, if there is only one expert whose advice you'll trust, it should be this book and this author, Robert Cialdini."
    • Guy Kawasaki, chief evangelist of Canva and creator of the Remarkable People podcast "The clouds have parted for everyone who wants to dent the universe. A new edition of what is already indispensable just got more so."
    • Jeffrey Pfeffer, Thomas D. Dee II Professor of Organizational Behavior at the Stanford Graduate School of Business and author of Power: Why Some People Have It—and Others Don’t "A remarkable effort and achievement. Influence remains the brilliantly written treatise on fundamental principles of human behavior, with the addition of a timely new principle."
    • Daniel H. Pink, author of When, Drive, and To Sell Is Human "Cialdini has made a classic even better. This updated edition of Influence af?rms its place as one of the most important books on business and behavior of the last ?fty years. The new additions are terri?c."
    • Katy Milkman, professor at the Wharton School, host of the Choiceology podcast, and author of How to Change
      "If you could read just one book on how to be more effective in business and life, I'd pick Influence. It's a tour de force that Cialdini has somehow made more marvelous."
    • Barry Ritholtz, chairman and chief investment of?cer of Ritholtz Wealth Management "Influence is a must-read for anyone who wants to understand the decision-making process. It is simply essential reading in the canon of psychology and behavioral ?nance."
    • Joe Polish, founder of Genius Network "The new Influence is nothing short of a masterpiece. The writing is both timeless and worth...
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    The Psychology of Persuasion
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