Psychology

Influencia. La psicología de la persuasión (Harpercollins Nf)

Influencia. La psicología de la persuasión (Harpercollins Nf)

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  • Type：Epub+TxT+PDF+Mobi
  • Create Date：2022-02-21 07:42:47
  • Update Date：2025-09-24
  • Status：finish
  • Author：Robert B. Cialdini
  • ISBN：B09M7485LG
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Summary

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。

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Reviews

Catalina Rengifo ，

Una buena descripción de las diferentes formas en las que influenciamos y nos influencian。 Definitivamente una buena herramienta para moverse en un mundo rápido en donde pese a tener más información tenemos menos tiempo para analizar los detalles que nos llevan a una decisión。

João Vítor ，

Li este livro por ser parte do plano de estudos de uma disciplina de Psicologia da Mídia que estou fazendo。 Ele oferece de forma prática e mastigada diversos conceitos que explicam a psicologia por trás da influência nos seres humanos。 Apesar de ser uma leitura tranquila， o Cialdini não se aprofunda nas metodologias utilizadas para desenvolver os experimentos e conceitos teóricos abordados， o quê em minha opinião deixa a obra bastante vulnerável de um ponto de vista mais acadêmico。

Alp Çakir ，

Must read for everyone that wants to read how we make （quick） decisions。 The title is a bit misleading。 In this vast world， which has an abundance of information， we need to make a lot of decisions。 Plenty of these are influenced by logical， evolutionary and our past conclusions。 Principles that many of us follow are:-give （back）-consistency （with our previous actions）-social proof-（Buying into） scarcity-liking （a store because of the beautiful employees ;） ）-authority （'follow the orders'）Unfor Must read for everyone that wants to read how we make （quick） decisions。 The title is a bit misleading。 In this vast world， which has an abundance of information， we need to make a lot of decisions。 Plenty of these are influenced by logical， evolutionary and our past conclusions。 Principles that many of us follow are:-give （back）-consistency （with our previous actions）-social proof-（Buying into） scarcity-liking （a store because of the beautiful employees ;） ）-authority （'follow the orders'）Unfortunately， these principles are hackable which can make us end up with something which we originally did not want。 Luckily， countermeasures to defend ourselves are properly described。It seems that this book is still the leader in this field。 Regardless that the book has been written decades ago。 The language and style is not modern 21th century， but readable it is。 Looking forward to find a book which builds further on this masterpiece。 。。。more

Malina Rusu ，

read this cover to cover in the psych ward while there was nothing else to do， managed to keep me entertained for 4 days

David Lyelu ，

This is one of those books I think everyone should at least read once。 Not for the reason of exploiting people in business but just for the sake of knowledge。 Having an in-depth understanding of the psychology behind compliance and other engrained everyday principles most people overlook。 Some people have argued that the principles of the book should have been condensed but I think that's missing the whole point of the book This is one of those books I think everyone should at least read once。 Not for the reason of exploiting people in business but just for the sake of knowledge。 Having an in-depth understanding of the psychology behind compliance and other engrained everyday principles most people overlook。 Some people have argued that the principles of the book should have been condensed but I think that's missing the whole point of the book 。。。more

Guanghua Mao ，

cognitive bias

Rajasegar ，

One of the most authentic text about the science and psychology of persuasion and compliance。

Josip ，

One of the best books i have read

Amelia ，

Interesting points in here

Yonatan Lewkowicz ，

I believe that anyone who has a business must read this book。

Christian ，

The book brings forward some interesting ideas and concepts on persuasion， especially in marketing and sales！ However， it could have been summarized in just 100 pages。 Dr。 Robert goes back and forth on the same idea and only adding small details。

Nikolaos ，

An excellent book with revealing everyday mechanisms， completely obscure to the uninitiated。 Reading Cialdini's academic exposition and accounts of compliance tricks， I have realised， belatedly， the essence of several interactions since I came to age of reason。Highly recommended as a foundational read for teenagers， who are most susceptible to compliance short-circuitry。 An excellent book with revealing everyday mechanisms， completely obscure to the uninitiated。 Reading Cialdini's academic exposition and accounts of compliance tricks， I have realised， belatedly， the essence of several interactions since I came to age of reason。Highly recommended as a foundational read for teenagers， who are most susceptible to compliance short-circuitry。 。。。more

Rob Haan ，

I have a tendency to regard books as “essential” right after reading them， only to have their contents fade from my memory， but if there is one essential book for people who work in marketing， advertising， and sales， I think this might be it。 It’s a little long and maybe a bit repetitive， but throughout， I found myself saying “That’s right！ That is how people work！ Aren’t people weird？” So， not a lot of hard research and data is needed to back up the principles proposed; You know they’re correct I have a tendency to regard books as “essential” right after reading them， only to have their contents fade from my memory， but if there is one essential book for people who work in marketing， advertising， and sales， I think this might be it。 It’s a little long and maybe a bit repetitive， but throughout， I found myself saying “That’s right！ That is how people work！ Aren’t people weird？” So， not a lot of hard research and data is needed to back up the principles proposed; You know they’re correct right away。 That said， all of the anecdotes throughout the book add to the credibility and memorability of the arguments。 。。。more

Sara ♡ ，

1。 Automatic Triggers: We are wired to respond predictably to certain cues。 humans also have similar triggers that are automatic and irrational。 Usually they are shortcuts that help us make the right decisions， but sometimes these triggers can be hijacked so we make decisions against our best interests。For example， adding the single word “because” to a request makes a lot more people say yes to it。 A study by Ellen Langer tested how many people would let someone cut into the fron of a line to us 1。 Automatic Triggers: We are wired to respond predictably to certain cues。 humans also have similar triggers that are automatic and irrational。 Usually they are shortcuts that help us make the right decisions， but sometimes these triggers can be hijacked so we make decisions against our best interests。For example， adding the single word “because” to a request makes a lot more people say yes to it。 A study by Ellen Langer tested how many people would let someone cut into the fron of a line to use a photocopy machine。 First they tried asking: “Excuse me， I have five pages。 May I use the Xerox machine？” and 60 percent of people said yes。 Then they tried asking “Excuse me， I have five pages。 May I use the Xerox machine because I have to make some copies？” This time 93 percent of people said yes！ The single word “because” caused almost everyone to say yes， even when the reason given was empty！A well-known principle of human behavior says that when we ask someone to do us a favor we will be more successful if we provide a reason。 People simply like to have reasons for what they do。2。 Reciprocity: We feel obligated to pay back gifts and favours。 Free samples。 Businesses give out free samples because they know some people will feel a social obligation to buy the product after the smiling supermarket employee has given them a taste。Small gifts。 Charities， hospitals and religious organizations often include a small unrelated gift in their donation requests。 The Disabled American Veterans organization doubled the response rate of their mailers （from 18 to 35%） when they included some free labels。Even unwanted gifts work。 The Hare Krishna Society gave people on the street a free flower before asking for a contribution。 Most people didn’t want the flower， but the volunteers were trained to never take it back。 So people felt an obligation to give a dollar or two， before throwing the flower in the nearest garbage bin。 With this strategy， they opened hundreds of centers。One final point: reciprocal concessions。 Cialdini noticed that in negotiations， when one side makes a concession， it is viewed almost like a favour。 A concession on one side usually triggers the other side into making their own concession。 It’s another form of reciprocity。This is why savvy negotiators often start with extreme demands。 When they make concessions from that starting position， then the other side often feels obligated to make their own （real） concessions。 In other words， an effective strategy is to make a big request first， then retreat to a smaller request。 The smaller request being what you really wanted in the first place。 Cialdini calls this the “Request， then retreat” strategy。3。 Commitment and Consistency: We want to appear consistent with our past actions。 Weight loss clinics。 People wanting to lose weight are encouraged to write down their goals and share them with everyone。 It’s a form of public commitment， and clinics say this often helps their clients stick to the diet when willpower alone would have failed。Door-to-door sales。 Companies that sold door-to-door reduced their refunds dramatically simply by having the customer fill out the sales agreement， instead of the salesperson。 This act of personally committing to the sale greatly reduced future buyer’s remorse。4。 Social Proof: We copy the actions of other peopleThe third principle is Social Proof。 This means we tend to follow what others are doing。 If we see many people taking one path， then we assume it’s correct for us to do it too。 Bartenders “salting” tip jars。 An empty tip jar at the bar sends the message， “people don’t tip here and that’s okay。” Therefore many bartenders put a few bills into their jar when they start working， which increases their tips because it sends the message that “tipping here is common and expected。”Testimonials。 Statements from third parties are obviously more credible than any claims a company makes about its own products。 That’s why so many ads showcase the stories of satisfied customers， whether those people are real or made up。Today we often hear about “influencer marketing。” This is when someone with a large social media audience is paid to promote a product。 Like someone who posts a lot about fitness on Instagram could be paid to use a water bottle from a certain brand。 “If you can influence the leaders， either with or without their conscious cooperation， you automatically influence the group which they sway。 5。 Liking: We prefer to say yes or buy from people we likeThe fourth principle of influence is Liking。 This means when we feel good about someone， then we are more likely to say yes to them， buy their product， or comply with their requests。 Customer referrals are also effective because of liking。 Referrals are when a company asks a past customer whether they know anyone else who may like their products。 If any names are offered， the salesperson can contact them by first mentioning the friend who gave the referral。 It’s a way of piggy-backing on the existing trust between the past customer and the new prospect。Factors that increase liking include:Similarity。 We like people who are like us。 This is why salespeople often try to create rapport by finding any hobbies and interests they have in common with their prospect。Familiarity。 We tend to trust people more when we’ve seen them many times。 Joe Girard was recognized as one of the world’s greatest car salesmen。 He said the secret to his success was sending out greeting cards every month to 13，000 of his former customers。If you are building a business， you can make yourself more familiar to your prospects through a consistent email newsletter or Youtube channel。The Halo Effect。 One positive trait about someone can cast a halo over our whole perception of them。 For example， many studies have found that physical attractiveness makes us assume someone is more intelligent。6。 Authority: We follow people in positions of authorityThe fifth principle is authority。 This means specialization。 We all assign more authority to the specialist。 If you have strange feelings in your chest， would you prefer to see a General Practitioner or a Heart Specialist？ If you run a small business， would you hire a general accountant or someone whose business card says “Small Business Accountant。” This one isn’t mentioned by Cialdini， but I believe it’s a powerful signal of expertise。 obey directions from people who appear to be recognized experts， leaders or officials。 7。 Scarcity: We want things more when they’re harder to getThe sixth principle is scarcity， which means we value and desire things more when they appear less available。 Younger people are probably familiar with the related term “Fear of missing out”。Some common scarcity techniques include:Limited quantity Only selling up to a certain number of a product automatically makes it more exclusive。 For this reason alone， special editions usually command a higher price。 For example， in one experiment by Stephen Worschel， people rated chocolate chip cookies better when they came from a jar with two cookies rather than a jar with ten cookies。Limited time。 Only selling a product up to a deadline。 Most sales promotions use a variation of this to motivate people to come into stores。Auctions。 Auctions are settings of acute scarcity， with many buyers competing for one product。 This is why people can become irrational in the heat of an auction， spending more money than they had planned。 。。。more

Sandrine ，

This book needs to be retired

The Moon ，

A bit too basic， you would have known everything if you had basic knowledge in psychology。 It's not bad though A bit too basic， you would have known everything if you had basic knowledge in psychology。 It's not bad though 。。。more

Ana Maria ，

Muchas ideas para influir y vender

Cathleen Feduke ，

I listened to the audiobook for this read by the author in his sloooooow speech pattern。 At one point I finally sped it up to 1。5 speed and enjoyed it much more。 There's a lot of repetition but the information is good。 This is one I will probably borrow from the library to try to reinforce as much as I can。 I'm already teaching my 7 & 9 year old some of the arguments he discusses so they can convince each other to cooperate。 So far it's not working。。。 I listened to the audiobook for this read by the author in his sloooooow speech pattern。 At one point I finally sped it up to 1。5 speed and enjoyed it much more。 There's a lot of repetition but the information is good。 This is one I will probably borrow from the library to try to reinforce as much as I can。 I'm already teaching my 7 & 9 year old some of the arguments he discusses so they can convince each other to cooperate。 So far it's not working。。。 。。。more

Manohar_shresthahotmail。com ，

What this book is about？It is a just a great book that thrills you all the way as you read the stories shared by the writer。 You just can’t stop yourself from nodding， “yes; of course; how obvious; common sense; i knew it”。 This book explains why we fail to influence people and how we can succeed in influencing people， that is to make them say “yes” to your proposition。 Robert went undercover for 3 years in various for-profit and not-for-profit organizations to validate his model。 It consists of What this book is about？It is a just a great book that thrills you all the way as you read the stories shared by the writer。 You just can’t stop yourself from nodding， “yes; of course; how obvious; common sense; i knew it”。 This book explains why we fail to influence people and how we can succeed in influencing people， that is to make them say “yes” to your proposition。 Robert went undercover for 3 years in various for-profit and not-for-profit organizations to validate his model。 It consists of 6 principles of persuasion as follows:1。 Reciprocation: The internal pull to repay what another person has provided us。 2。 Commitment and Consistency: Once we make a choice or take a stand， we work to behave consistently with that commitment in order to justify our decisions。3。 Social Proof: When we are unsure， we look to similar others to provide us with the correct actions to take。 And the more， people undertaking that action， the more we consider that action correct。4。 Liking: The propensity to agree with people we like and， just as important， the propensity for others to agree with us， if we like them。5。 Authority: We are more likely to say “yes” to others who are authorities， who carry greater knowledge， experience or expertise。6。 Scarcity: We want more of what is less available or dwindling in availability。A Good Working ModelThis is a very valid and accurate to look at the process of influencing。 I thought a lot about it and I now believe you can’t go wrong if you keep these 6 principles in the mind as you try to influence others。Of course all these 6 principles don’t apply everytime we go to a shop and buy milk or rice we need。 These would apply to what we now categorise as non-essential things or even requests from friends and families for help。 How is it useful to you in your :Life In life we know more instances when we failed to get what we want than the other way round。 So here you have a way to understand why you could not convince someone to do something:1。 Reciprocity: that person did not feel obliged to you because he had not received anything from you earlier2。 Commitment and Consistency: your proposition was not in alignment to any commitment he had made and thus he did not feel any need to approve in order to be consistent 3。 Social proof: not enough people he knows has vouched your proposition， for him to accept4。 Liking: he doesn’t like you enough to approve5。 Authority: in his eyes you are not the authority on the area of the proposition6。 Scarcity: he is compelled to accept as he thinks there is no rushBusinessAs a business the writer identifies the following ways you can use the 6 principles:1。 Reciprocity: give free samples， small gifts， to prospective clients2。 Commitment and Consistency: make clients write down their commitments， fill out agreements and have as elaborate as can be rituals like orientations3。 Social proofing: show record of people who bought， testimonials， have a ¾ filled donation jar （meaning most people agree and so should you）， have accomplices nodding in agreement4。 Liking: have your staffs dress， behave similarly as the one you want to influence， make them become familiar prior to make the proposition， create halo effects by accentuating any thing positive the clients feel about you 5。 Authority: have a professional dress code， give your staffs professional sounding titles， create areas of specialization for them to be known by clients6。 Scarcity: proclaim limited stock， limited time， and put on auctions or bidding environmentCareerxConclusion The corona curve peaked and now is falling。 It has been a month。 The energy of people is rising again: it is good。 This book is a very notable and popular book。 However it still would not fall in the top 100 books that you must read of many people。 So I am sure many have not even heard of it。 I hope you dwell on my summary for at least 5 mins to understand both your failures and successes at influencing others: from parents as a client to clients as as professional。 The question I ask you， if not these 6 principles then what causes influence？ God？ Ghosts？ Even they would need a mechanism to rely on to influence those you would require them to！ So after a month long total stall， I am getting back into my game。 。。。more

Rahul Mahindru ，

It is a must read to know how others can exploit us by using simple tricks。

Brad ，

Written by soft science for soft science readers。 Great observations， but misuse of narrative lost focus of the bottom line points and the absence of quantitative understanding of the principles。 This led to circular thought lines only broken by stories of other research papers of which added little value to the hypothesis and research questions stated in the initial pages。 For better thought lines paired with quantitative value and applicable circumstances， rather than just obscure observation Written by soft science for soft science readers。 Great observations， but misuse of narrative lost focus of the bottom line points and the absence of quantitative understanding of the principles。 This led to circular thought lines only broken by stories of other research papers of which added little value to the hypothesis and research questions stated in the initial pages。 For better thought lines paired with quantitative value and applicable circumstances， rather than just obscure observation points; read “Strategy of Conflict” by Tom Schelling。 。。。more

Bryan Smith ，

I want my child to read this as one of the first books she reads because I really want her to understand how she can be "tricked" into believing different things and how to challenge ideas， even from me。 I want my child to read this as one of the first books she reads because I really want her to understand how she can be "tricked" into believing different things and how to challenge ideas， even from me。 。。。more

Michael ，

Interesting content but based on studies done in the 60's and 70's。 You can see connections to later work in behavioral economics but any mention of this is absent。 Many examples are cringeworthy。 The language sounds backwards even for the original publication in 1984。 "The social status of doctors is even more important to their wives。" ？？？ I think I read the first update。 It was in desperate need for another。 I hope the more recent version fixed this。 Interesting content but based on studies done in the 60's and 70's。 You can see connections to later work in behavioral economics but any mention of this is absent。 Many examples are cringeworthy。 The language sounds backwards even for the original publication in 1984。 "The social status of doctors is even more important to their wives。" ？？？ I think I read the first update。 It was in desperate need for another。 I hope the more recent version fixed this。 。。。more

Võ Phước ，

Quyển sách nói về 6 lỗi cảm tính， cách thức những lỗi này được thiết lập do quá trình tiến hóa xã hội， cách chúng được lợi dụng， 1 vài ví dụ nhận biết chúng và 1 phần nhỏ để ứng xử với 6 lỗi này。 Những lỗi cảm tính này và cách vận hành không có gì mới mẻ nhưng cách ứng xử lại với 6 lỗi này của tác giả thật sự chưa thỏa mãn lắm

Shafiq Nazrin ，

Just 7 things are needed to influence you to do whatever you don't even want to。 The explanation with examples were amazing and simple。 Highly recommended。 Just 7 things are needed to influence you to do whatever you don't even want to。 The explanation with examples were amazing and simple。 Highly recommended。 。。。more

Krishna PB ，

This review has been hidden because it contains spoilers。 To view it， click here。 Throws light on these 6 aspects of compliance practitionersConsistencyReciprocation Social proofAuthorityLikingScarcityAnd how to tackle them。

Ильяс Джаз ，

В целом хорошая книга。Понятным языком， с простыми примерами рассказывается， как наш мозг любит обманываться。Если посмотреть рекламы， то все они используют эти методы。 Сейчас столкнулся с тем， что прочитав определенное количество книг касающиеся психологии вижу во многих книгах отсылки к одним и тем же экспериментам。 Такое ощущение， что перестали в 90-ые перестали ставить новые эксперименты по исследование поведения человека）

Noorsakhtar ，

A life-changing manual of sorts that adeptly instructs readers on how to navigate the complexities of modern life。 Essential reading for those who want to improve their relationships， careers and understand how vulnerable we really are to manipulation。

Paweł Cisło ，

I consumed this book quickly after the “Social Engineering” one by Chstiopher Hadnagy， and noticed a great gap between these positions， where without any further reasoning， I would recommend the “Influence” to anyone。 Generally， it is a fully practical book that does not boast about manipulation and influence， but goes straight into the point while providing just the right amount of real life examples。 The provided scenarios even reach as far as to the recent Covid situation， since the “New and I consumed this book quickly after the “Social Engineering” one by Chstiopher Hadnagy， and noticed a great gap between these positions， where without any further reasoning， I would recommend the “Influence” to anyone。 Generally， it is a fully practical book that does not boast about manipulation and influence， but goes straight into the point while providing just the right amount of real life examples。 The provided scenarios even reach as far as to the recent Covid situation， since the “New and Expanded” edition has been published in 2021: 37 years after the original punishment， and proves how much determination the author puts into perfecting his writing。Summarizing its content， here are the most interesting lessons from the 7 Principles of Influence:🔹 Rule of reciprocity - nothing is free。 If you get something for free， you will feel obligated to repay🔸 Rule of scarcity - we tend to buy things that are rare/unique （e。g。 cars） for a much greater price， although they serve the same purpose as the other more popular models🔹 Rule of consistency - people like to be consistent， especially if they declare something publicly （like on Instagram）。 Also， consistency can make us buy something needless every year （such as fireworks every new year）🔸 Rule of social proof - e。g。 if you work overtime， others may feel obligated to do the same and not really like you in return🔹 Rule of authority - e。g。 Lewandowski advertising laptops。 Why a football player？ Well， because we tend to listen more to those we admire， respect or simply recognise🔸 Rule of liking - e。g。 car dealers like getting into small talks and looking for similarities between us （such as watching the same TV show）。 This way， we will purchase a car just because we like the car dealer🔹 Rule of unity - we tend to feel a great bond with people similar to us， especially with those that shared the same pain throughout their life， such as during a war。 In this section， the author shares a great tip mostly for business representatives， where they should be rather asking for advice than opinion about their services， since people providing the advice tend to put themselves in our shoes （it sparkles a sense of togetherness）; hence， the received feedback is more practical and less harsh。 。。。more

Sam Beal ，

An important book to read。 Will not look at marketing the same way。 I've tried some of the strategies in the book， and from experience， I'd say it has helped me be more persuasive。 An important book to read。 Will not look at marketing the same way。 I've tried some of the strategies in the book， and from experience， I'd say it has helped me be more persuasive。 。。。more

Reference

google book https://www.google.com/search?tbm=bks&q=Influencia. La psicología de la persuasión (Harpercollins Nf)

hathitrust digital library https://babel.hathitrust.org/cgi/ls?q1=Influencia. La psicología de la persuasión (Harpercollins Nf)&field1=ocr&a=srchls&ft=ft&lmt=ft

The British Library https://bll01.primo.exlibrisgroup.com/discovery/search?query=any,contains,Influencia. La psicología de la persuasión (Harpercollins Nf)&tab=LibraryCatalog&search_scope=Not_BL_Suppress&vid=44BL_INST:BLL01&lang=en&offset=0