All chapters conclude with “Summary” and “Study Questions.”
Preface.
Introduction.
1.Weapons of Influence.
Click, Whirr.Betting the Shortcut Odd.The
Profiteers.Jujitsu.Reader's Report.
2.Reciprocation: The Old Give and Take … and Take.
How the Rule Works.Reciprocal
Concessions.Rejection-Then-Retreat.Defense.Reader's Report.
3.Commitment and Consistency: Hobgoblins of the Mind.
Whirring Along.Commitment Is the Key.Defense.Reader's Report.
4.Social Proof: Truths Are Us.
The Principle of Social Proof.Cause of Death: Uncertain(ty).Monkey
Me, Monkey Do.Defense.Reader's Report.
5.Liking: The Friendly Thief.
Making Friends to Influence People.Why Do I Like You? Let Me List
the Reasons.Conditioning and Association.Defense.Reader's
Report.
6.Authority: Directed Deference.
The Power of Authority Pressure.The Allures and Dangers of Blind
Obedience.Connotation Not Content.Defense.Reader's Report.
7.Scarcity: The Rule of the Few.
Less Is Best and Loss Is Worst.Psychological Reactance.Optimal
Conditions.Defense.Reader's Report.
8.Instant Influence: Primitive Consent for an Automatic
Age.
Primitive Automaticity.Modern Automaticity.Shortcuts Shall Be
Sacred.
References.
Credits.
Index.
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.
Dr. Robert Cialdini is Regents' Professor of Psychology at Arizona State University, and also consults widely on the subject of influence.
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
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