Name: Influence
ISBN: 9780061241895

Robert B. Cialdini 

The Psychology of Persuasion (Collins Business Essentials)

Influence

Haley Park

Amrith Harijayanthan

Scary how people are manipulated for buying anything.
This brings me to question the morality of such practices. Is money the root of all evil?

Nelson Zagalo

Absolutely great. It opens up our mind to the social regulations working around us in day-to-day, but also important for everyone working in the Communication field.

Danté

The book makes one aware of what I think of as "weaponized influence" - the toolbox that other use to manipulate us. The principles in the book stem from "fixed action patterns" in humans. These are subconscious heuristics we use to determine the most efficient form of behavior. Such patterns reduce brain strain by allowing us to act without thinking in every situation. 

However, they sometimes cause us to be on autopilot with incorrect flight data. E.g. hearing “because” after a request increases the likelihood of it being carried out

Six main principles explored in this book:

1. Reciprocation: 
- Examples: Hare Krishna society members would forcefully give a flower to a passerby before asking for donations. Free samples. Waiter giving mint after walking away from the table.

2. Commitment & Consistency: 
- Examples: POW’s in Korea who were made into collaborators, started co-operating when they were labelled and classed themselves as a collaborator. Agreeing to small requests may appear inconsequential in the beginning. But altering someone’s self-image makes them even more exploitable. Small post card for drive safely, leading to massive billboard. Ask yourself “Would I make the same choice again?” 

3, Social Proof: 
- More the number of people doing it, more the rule works into making us believe that the behavior is correct. Examples: Tip jars already containing tips. Canned laughter. 

4. Authority: 
- Examples: Milgram experiments. White lab coat. Contribution towards science though? Catch Me If You Can - wearing a suit - see Google Talk. Medical degrees/Titles. Secretary of real estate agent mentioning colleague’s expertise. Pilots making deliberate errors - junior staff do not question.

5. Liking: 
- attractiveness (halo effect - we want to attribute other skills to a person because we like consistency - Person A is both beautiful and competent). Also for people similar to us or who compliment us. Contact? Doubtful - familiarity can breed contempt. Car salesman Joe Girard using 1000’s of cards saying “I like you” - Guinness World Record.

6. Scarcity:
- Examples: Deadlines and limited time offers (Booking.com indicating accommodation being sold out). New Coke example. Because of loss aversion being mental shortcut to make decision (fixed action pattern). Concorde flights coming to an end, people wanted.

Other takeaways
- Contrast Principle + Concession by person
Showing an inexpensive product before an expensive one causes the latter to look even more expensive. Selling down works better than selling up.

- Better books: behavioral economics books like Predictably Irrational, Thinking Fast & Slow, The Art of Thinking Clearly

Dana Kraft

Another classic that I'm tardy in reading. This book has been so influential that most of his examples have since been reused in other books I've read. I didn't mind, though, as it made for a quicker read. The discussion of "Commitment & Consistency" was the most interesting and thought-provoking for me. What "commitments" have I made - consciously or unconsciously? What do I do to remain consistent with those "commitments"?

Aleksander Pruz

As a marketer, this book has been an incredibly impactful read. The book goes into 7 concepts that "explain the psychology of why people say "yes"—and how to apply these understandings."

I think about everyday situations in business and life differently now because of this book.

Levi Nelson

I was expecting a systematic breakdown of how people are persuaded, but what the author presents is a series of disconnected techniques or "tricks" to watch out for or exploit to your own advantage. The supporting examples and anecdotes are interesting but often overly long. 

So, both more simplistic and more lengthy than I was expecting.

Chinmay Naik

A treasure trove of tactics that can be used by sales or marketing folks. Drags just a bit at times, but worthy of sticking through till the end.

Ugis

It seems to become a modern classic. Very valuable book about human psychology aspects that allow us to influence others. I wish I had read this book earlier. Packed with lot of great examples and experimental findings to demonstrate how various situations, aspects and behaviour make us behave and act like we often do. Recommended for everyone. [reading time: 11h3m]

Ivaylo Durmonski

Read my full review here: https://corehustle.com/influence-robe...

Vladimir Udalov

Cheesy name, quality inside. The author went through the trouble of posing as a prospect compliance professional to learn their trade and interpret it from the social psychology standpoint. Good stuff even if sometimes too obvious.

Dr Robert Cialdini explains the six psychological principles that drive the human impulse to comply to the pressures of others and reveals how to defend oneself against manipulation.

Science and Practice

Influence, the classic book on persuasion, explains the psychology of why people say "yes"—and how to apply these understandings. Dr. Robert Cialdini is the seminal expert in the rapidly expanding field of influence and persuasion. His thirty-five years of rigorous, evidence-based research along with a three-year program of study on what moves people to change behavior has resulted in this highly acclaimed book. You'll learn the six universal principles, how to use them to become a skilled persuader—and how to defend yourself against them. Perfect for people in all walks of life, the principles of Influence will move you toward profound personal change and act as a driving force for your success. Some images that appeared in the print edition of this book are unavailable in the electronic edition due to rights reasons.

Influence The Psychology of Persuasion (Collins Business Essentials)