Description
In this highly acclaimed work, Dr. Robert Cialdini combines 35 years of evidence-based research with a three-year program of participant observation to uncover how “compliance professionals” (like salespeople and marketers) ethically and unethically sway our decisions. The book is organized around six core psychological principles:
- Reciprocity: The innate human need to return a favor.
- Commitment and Consistency: The desire to appear consistent with what we have already said or done.
- Social Proof: The tendency to look to others for guidance on how to act, especially in uncertain situations.
- Liking: The fact that we are more easily influenced by people we know, like, or find attractive.
- Authority: Our deep-seated sense of duty to obey perceived experts or authority figures.
- Scarcity: The rule that opportunities seem more valuable when their availability is limited.
Influence is widely used by organizations to increase their effectiveness in sales, leadership, and marketing, and it remains a must-read for anyone wanting to understand the hidden rules of human interaction.
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