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Table of Contents

i: Acknowledgments ii: Author's Note Part 1: PRE-SUASION: THE FRONTLOADING OF ATTENTION 1: PRE-SUASION: An Introduction 2: Privileged Moments 3: The Importance of Attention . . . Is Importance 4: What's Focal Is Casual 5: Commanders of Attention 1: The Attractors 6: Commanders of Attention 2: The Magnetizers Part 2: PROCESSES: THE ROLE OF ASSOCIATION 7: The Primacy of Associations: I Link, Therefore I Think 8: Persuasive Georgraphies: All The Right Places, All the Right Traces 9: The Mechanics of Pre-Suasion: Causes, Constraints, and Correctives Part 3: BEST PRACTICES: THE OPTIMIZATION OF PRE-SUASION 10: Six Main Roads to Change: Broad Boulevards as Smart Shortcuts 11: Unity 1: Being Together 12: Unity 2: Acting Together 13: Ethical Use: A Pre-Pre-Suasive Consideration 14: Post-Suasion: Aftereffects iii: References iv: Notes v: Index

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A revelatory exploration of the science of persuasion, from the author of the international bestseller, Influence.

About the Author

Robert Cialdini has spent his entire career researching the science of influence, earning him an international reputation as an expert in the fields of persuasion, compliance, and negotiation. Currently Dr Cialdini is Regents' Professor Emeritus of Psychology and Marketing at Arizona State University.

In the field of influence and persuasion he is the most cited living social psychologist in the world today. According to Dan Pink's current bestseller, To Sell is Human, 'Cialdini has done more to advance the scholarship of persuasion than anyone in the world.'

As well as his bestselling books, his ground-breaking research has been featured in the most prestigious of scientific journals as well as on TV, radio and in the business and national press throughout the world. An interview with him in the July-August 2013 issue of Harvard Business Review, titled 'The Uses (and Abuses) of Influence', calls him the 'leading social scientist in the field of influence.' The May 2014 issue of Inc. identifies him as one of the 'Top 50 Leadership and Management Experts in the World'.

He lives in Phoenix, Arizona.


"An essential tool for anyone serious about science based business strategies. Pre-Suasion is well worth the long wait, and is destined to be an instant classic. The book belongs on the shelf of anyone in business, from the CEO to the newest salesperson." * Forbes *
"A fascinating, fluent and original book from one of the giants of behavioural science." -- Tim Harford, author of The Undercover Economist Strikes Back
"It's a book that is guaranteed to be a bestseller among marketeers, but it should also be a must-read for any professional or consumer - in other words, all of us." -- David Halpern, CEO, the Behavioural Insights Team, author of Inside the Nudge Unit
"Cialdini is no foubt the godfather of persuasion, and I wouldn't be surprised if Pre-Suasion causes another revolution in the influence arena ... it is mind-blowing" * Management Today *
"The great social psychologist Robert Cialdini has written another timeless and indispensable book about the psychology of influence. I'll be recommending it for years and years." -- Amy Cuddy, author of Presence

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