Influence: The Psychology of Persuasion
by Robert B. Cialdini
Did you know that in 2015, more than $180 billion were spent on marketing in the United States? But why? Because companies know that there is a hidden gold mine in the business of persuasion. Whether you’re a student, a professional, or an entrepreneur, persuasive skills will help you at some point in your life. You might use this knowledge to write the perfect scholarship essay, ask your boss for a raise, or negotiate a lucrative business deal. This book digs into people and dissects their decision-making process in a charming way.
Influence explains exactly what you need to do to persuade others and even YOURSELF—sometimes you just need to convince yourself that you can do something. You’ll learn the fundamentals of habits, creativity, mental toughness, confidence, and, of course, negotiations. This book gives you a tool to hack into your brain and reprogram it for success.
The best part about the habit ideas in this book is that you don’t need to spend money or even face fearful situations to implement them. The ideas are based on simple psychological tricks such as writing on paper to enforce commitment. However simple, the ideas listed form the foundation of marketing and persuasion in the real world.
About the Author
Dr. Robert Cialdini has spent his entire career researching the science of influence. This has earned him an international reputation as an expert in the fields of persuasion, compliance, and negotiation. His books, including Influence: Science & Practice, are the result of years of study into the reasons people comply with requests in business settings. Worldwide, Influence: The Psychology of Persuasion has sold over 2 million copies.
Dr. Cialdini received his Ph.D. from the University of North Carolina and post doctoral training from Columbia University. He has held Visiting Scholar Appointments at the Ohio State University, the University of California, the Annenberg School of Communications, and the Stanford Graduate School of Business. Currently, Dr. Cialdini is Regents’ Professor Emeritus of Psychology and Marketing at Arizona State University.
WEAPONS OF INFLUENCE
When asking for a favor, give a reason for it.
Stay aware of the ways salespeople manipulate you into buying their products.
RECIPROCATION: THE OLD GIVE AND TAKE… AND TAKE
Use the rule of reciprocation to influence people.
To win negotiations, use the reject-then-retreat strategy.
COMMITMENT AND CONSISTENCY
Trigger an individual’s desire to remain consistent to influence them into doing what you want.
Commit to your goals publicly.
Don’t get manipulated into doing something you wouldn’t otherwise do.
SOCIAL PROOF: TRUTHS ARE US
To convince people about something, provide social proof.
Use the principle of social proof to overcome your phobias.
Do not fall prey to the bystander effect.