Psychology

Influence, New and Expanded: The Psychology of Persuasion

Influence, New and Expanded: The Psychology of Persuasion

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  • Create Date：2021-05-22 08:15:56
  • Update Date：2025-09-23
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  • Author：Robert B. Cialdini
  • ISBN：0062937650
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Summary

The foundational and wildly popular go-to resource for influence and persuasion—a renowned international bestseller， with over 5 million copies sold—now revised adding: new research， new insights， new examples， and online applications。

In the new edition of this highly acclaimed bestseller， Robert Cialdini—New York Times bestselling author of Pre-Suasion and the seminal expert in the fields of influence and persuasion—explains the psychology of why people say yes and how to apply these insights ethically in business and everyday settings。 Using memorable stories and relatable examples， Cialdini makes this crucially important subject surprisingly easy。 With Cialdini as a guide， you don’t have to be a scientist to learn how to use this science。


You’ll learn Cialdini’s Universal Principles of Influence， including new research and new uses so you can become an even more skilled persuader—and just as importantly， you’ll learn how to defend yourself against unethical influence attempts。 You may think you know these principles， but without understanding their intricacies， you may be ceding their power to someone else。


Cialdini’s Principles of Persuasion:



Reciprocation
Commitment and Consistency
Social Proof 
Liking 
Authority
Scarcity
Unity， the newest principle for this edition
Understanding and applying the principles ethically is cost-free and deceptively easy。 Backed by Dr。 Cialdini’s 35 years of evidence-based， peer-reviewed scientific research—including a three-year field study on what leads people to change—Influence is a comprehensive guide to using these principles to move others in your direction。

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Reviews

Tushar Mathur ，

All Fair points but could have been an article instead of long beating around the bushes mentions。

Tim ，

Let me start by stating that the author presents some really interesting ideas in this book。 Almost every chapter brought up a memory of when the “trick” in question had been tried on me。 The author presents several examples in each chapter。 Most of the example stories were quite interesting， although not all of them。 When the author gives a few less interesting examples in a row I got this “Ok， I GET THE IT NOW” feeling。 Perhaps I just mind this because this genre is not really my cup of tea。 D Let me start by stating that the author presents some really interesting ideas in this book。 Almost every chapter brought up a memory of when the “trick” in question had been tried on me。 The author presents several examples in each chapter。 Most of the example stories were quite interesting， although not all of them。 When the author gives a few less interesting examples in a row I got this “Ok， I GET THE IT NOW” feeling。 Perhaps I just mind this because this genre is not really my cup of tea。 Despite the sometimes longwinded style of writing I still rate this book 5/5。Generally I would recommend this book to two types readers:1。tPeople interested in sales or marketing2。tPeople who want to waste less money and feel better about not wasting money 。。。more

Chris Weatherburn ，

This review has been hidden because it contains spoilers。 To view it， click here。 Influence: The Psychology of Persuasion by Robert B。 CialdiniHere is my summary; people perceive expensive = good。 The contrast principle， that affects the way we see the difference between two things that are presented one after another。 This perceptual contrast means when we compare things such as how attractive someone is after looking at supermodels we may judge them to be less attractive than they are。 Therefore， if selling items show the most expensive one first， the contrast makes subsequ Influence: The Psychology of Persuasion by Robert B。 CialdiniHere is my summary; people perceive expensive = good。 The contrast principle， that affects the way we see the difference between two things that are presented one after another。 This perceptual contrast means when we compare things such as how attractive someone is after looking at supermodels we may judge them to be less attractive than they are。 Therefore， if selling items show the most expensive one first， the contrast makes subsequent ones look much more attractive。 The reciprocity rule， says that we should try to repay， in kind， what another person has provided us。 Reciprocation rule is too widespread to escape and too strong to overpower once it is activated。 If you just widespread decline any positive intentions you miss out。 Instead participate fairly in the “honoured network of obligation” However， if the initial favour turns out to be a device， a trick， an artifice designed specifically to stimulate our compliance with a larger return favour， this person is not a benefactor but a profiteer。 Once you have determined that this initial offer was not a favour but a compliance tactic， react to it accordingly and be free of its influence。 We are obligated to the future repayment of favours， gifts， invitations， and the like。 The general rule says that a person who acts in a certain way toward us is entitled to a similar return action。 We have already seen that one consequence of the rule is an obligation to repay favours we have received。 Another consequence of the rule， however， is an obligation to make a concession to someone who has made a concession to us。 The truly gifted negotiator， then， is one whose initial position is exaggerated enough to allow for a series of reciprocal concessions that will yield a desirable final offer from the opponent， yet is not so outlandish as to be seen as illegitimate from the start。 Be sure to react to requests objectively， uninfluenced by the reciprocity and perceptual contrast forces。 If you can generate responsibility and satisfaction on their part it may lead to more future deals。 Responsibility refers to the person who felt most responsible for the final deal， which may be obtaining a price lower than initially proposed。 Satisfaction can be gained through agreement that has been forged through the concessions。 Interestingly some toy stores advertise certain items prior to Christmas which they then deliberately undersupply。 This means that parents promise the particular toy， find they are sold out so are forced to substitute with other toys of equal value。 The toy manufacturers， of course， make a point of supplying the stores with plenty of these substitutes。 Then， after Christmas， the companies start running the ads again for the initial special toy outlining is back in stock。 The power of consistency is formidable in directing human action。 You can engage this force with commitment。 If you can get someone to make a commitment （that is， to take a stand， to go on record）， it will set the stage for automatic and ill-considered consistency with that earlier commitment。 Once a stand is taken， there is a natural tendency to behave in ways that are stubbornly consistent with the stand。 You can use small commitments to manipulate a person’s self-image; you can use them to turn citizens into “public servants，” prospects into “customers，” prisoners into “collaborators。” And once you’ve got a someone’s self-image where you want it， they should comply naturally with a whole range of your requests that are consistent with this view of himself。 Mentions a fair bit about how the fraternity chapters and Chinese Communists manipulated people。 It is not enough to wring commitments out people; people have to be made to take inner responsibility for their actions。 It will not achieve the larger goal of convincing someone that they do not want to lie because they thinks it’s wrong。 A much subtler approach is required。 A reason must be given that is just strong enough to get someone to be truthful most of the time but is not so strong that they see it as the obvious reason for her truthfulness。 The important thing is to use a reason that will initially produce the desired behaviour and will， at the same time， allow them to take personal responsibility for that behaviour。 Thus， the less detectable outside pressure such a reason contains， the better。 This generates additional reasons to justify the commitment as the reasons are new。 Thus， even if the original reason for the civic-minded behaviour was taken away， these newly discovered reasons might be enough by themselves to support his perception that he had behaved correctly。 The advantage to an unscrupulous compliance professional is tremendous。 A compliance professional is someone who is wanting you to undertake a certain action， often buying something。 Because we build new struts to further embed choices we have committed ourselves to， an exploitative individual can offer us an inducement for making such a choice， and after the decision has been made， can remove that inducement， knowing that our decision will probably stand on its own newly created legs。 Lowballing is used， the sequence is the same: An advantage is offered that induces a favourable purchase decision; then， sometime after the decision has been made but before the bargain is sealed， the original purchase advantage is deftly removed。 The question to ask yourself to overcome this is: “Would I make the same choice again？” you would be well advised to look for and trust the first flash of feeling experienced in response。 This helps overcome reasons you make up to justify things。 Our tendency to assume that an action is more correct if others are doing it can be exploited in a variety of settings。 。 In general， when we are unsure of ourselves， when the situation is unclear or ambiguous， when uncertainty reigns， we are most likely to look to and accept the actions of others as correct。 In the process of examining the reactions of other people to resolve our uncertainty， however， we are likely to overlook a subtle but important fact。 Those people are probably examining the social evidence， too。 Especially in an ambiguous situation， the tendency for everyone to be looking to see what everyone else is doing can lead to a fascinating phenomenon called “pluralistic ignorance”。 The bystander effect in which a lack of bypasser stop to help is a good example of the phenomenon。 A victim is much more likely to be helped by a lone bystander than by a group， especially if the people in the group are strangers to one another。 It seems that the pluralistic ignorance effect is strongest among strangers。 We like to look poised and sophisticated in public and because we are unfamiliar with the reactions of those we do not know， we are unlikely to give off or correctly read expressions of concern when in a grouping of strangers。 Therefore， a possible emergency becomes viewed as a nonemergency， and the victim suffers。If you need to overcome bystander effect pick out one person and assign the task to that individual。 In a car accident if cars are driving past try pointing to an individual driver， they may stop to help and others will then follow！ An important point about the principle of social proof is that we will use the actions of others to decide on proper behaviour for ourselves， especially when we view those others as similar to ourselves， for example similar demographics。 Werther effect relates to rise in suicides when a high profile suicide has taken place， this effect was named after a book that was banned in which a character commits suicide。 Seemingly there is evidence that within two months after every front-page suicide story， an average of fifty-eight more people than usual killed themselves in the area where publicised。 Surprisingly， the impact is even wider there is noted to be an increase in road traffic accidents and even plane crashes， this speculates some of these maybe actual suicides， as the rise isn’t noted in areas where the suicide wasn’t publicised。 Even those people who kill themselves tend to have similar demographics。 It is important to note that although the familiarity produced by contact usually leads to greater liking， the opposite occurs if the contact carries distasteful experiences with it。 There is a natural human tendency to dislike a person who brings us unpleasant information， even when that person did not cause the bad news。 The simple association with it is enough to stimulate our dislike。 For example， more home-school shirts were worn if the football team had won its game on the prior Saturday。 What’s more， the larger the margin of victory， the more such shirts appeared。 It wasn’t a close， hard-fought game that caused the students to dress themselves， literally， in success; instead， it was a clear， crushing conquest smacking of indisputable superiority。 This tendency to try to bask in reflected glory by publicly trumpeting our connections to successful others has its mirror image in our attempt to avoid being darkened by the shadow of others’ defeat。 In an amazing display during the luckless 1980 season， season-ticket-holding fans of the New Orleans Saints football team began to appear at the stadium wearing paper bags to conceal their faces。 As their team suffered loss after loss， more and more fans donned the bags until TV cameras were regularly able to record the extraordinary image of gathered masses of people shrouded in brown paper with nothing to identify them but the tips of their noses。 Analysing results about how people discussed games it was clear obvious that the people try to connect themselves to success by using the pronoun “we” to describe their -team victory—“We beat Houston， seventeen to fourteen，” or “We won。” In the case of the lost game， however， “we” was rarely used。 Instead， the students used terms designed to keep themselves separate from their vanquished team—“They lost to Missouri， thirty to twenty，” or “I don’t know the score， but Arizona State got beat。 That’s why it is so important to be alert to a sense of undue liking toward someone who is trying to sell you items。 The recognition of that feeling can serve as our reminder to separate the dealer from the merits of the deal and to make our decision based on considerations related only to the latter。 Obedience to authority is strong， the electric shock study in which people told to deliver shocks by someone in a lab coat to another participant in another room， even though they are led to believe it is harming them is a good demonstration to this。 There are variations to this experiment， if the authority says to deliver a shock people tend to do it， if varied to the person telling them being solely another participant instructing they don't deliver shocks and if conflict with two authoritative figures do not agree they don't do it。 A system can be manipulated to constrain people’s actions through the pressure to obey – in other words making sure people follow orders。 A multilayered and widely accepted system of authority confers an immense advantage upon a society。 It allows the development of sophisticated structures for resource production， trade， defence， expansion， and social control that would otherwise be impossible。 The other alternative， anarchy， is a state that is hardly known for its beneficial effects on cultural groups and one that the social philosopher Thomas Hobbes assures us would render life “solitary， poor， nasty， brutish， and short。” Mentions medication errors: Causes and Prevention by two Temple University pharmacology professors， Michael Cohen and Neil Davis， attributes much of the problem to the mindless deference given the “boss” of the patient’s case: the attending physician。 According to Professor Cohen， “in case after case， patients， nurses， pharmacists， and other physicians do not question the prescription。” Take， for example， the strange case of the “rectal earache” reported by Cohen and Davis。 A physician ordered ear drops to be administered to the right ear of a patient suffering pain and infection there。 But instead of writing out completely the location “right ear” on the prescription， the doctor abbreviated it so that the instructions read “place in R ear。” Upon receiving the prescription， the duty nurse promptly put the required number of ear drops into the patient’s anus。 Obviously， rectal treatment of an earache made no sense。 Yet neither the patient nor the nurse questioned it。 The important lesson of this story is that in many situations where a legitimate authority has spoken， what would otherwise make sense is irrelevant。 In these instances， we don’t consider the situation as a whole but attend and respond to only one aspect of it。Wherever our behaviours are governed in such an unthinking manner， we can be confident that there will be compliance professionals trying to take advantage。 Within the field of medicine we see that advertisers have frequently harnessed the respect accorded to doctors in our culture by hiring actors to play the roles of doctors speaking on behalf of the product， this is particularly effective if that actor is strongly associated by the audience as playing a well respected doctor。We are often as vulnerable to the symbols of authority as to the substance。 There are several kinds of symbols that can reliably trigger our compliance in the absence of the genuine substance of authority。 Con artists， for example， drape themselves with the titles， clothes， and trappings of authority。 Mentions a friend travels quite a bit and often finds himself chatting with strangers in bars， restaurants， and airports。 He says that he has learned through much experience never to use his title—professor—during these conversations。 When he does， he reports， the tenor of the interaction changes immediately。 People who have been spontaneous and interesting conversation partners for the prior half hour become respectful， accepting， and dull。 His opinions that earlier might have produced a lively exchange now usually generate highly grammatical accurate statements of accord。 Mentions a study that reveals even the title of professor makes you appear taller！ Study had students in a classroom who were introduced to someone with their job role as a visiting student / lecturer/ professor， on them leaving students were asked to estimate the height of that person。 The students thought the person was tall with the more senior their role！Another interesting experiment noted was with college students who drew cards that had monetary values printed on them ranging from $3。00 to –$3。00; they won or lost the amount shown on the cards they picked。 Afterward， they were asked to rate the size of each card。 Even though all cards were exactly the same size， those that had the more extreme values—positive or negative—were seen as physically larger。 Thus it is not necessarily the pleasantness of a thing that makes it seem bigger to us， it is its importance。 Because we see size and status as related， it is possible for certain individuals to benefit by substituting the former for the latter。 Less blatant in its connotation than a uniform， but nonetheless effective， is another kind of attire that has traditionally bespoken authority status in our culture: the well-tailored business suit。 As soon as we feel the tide of emotional arousal that flows from scarcity influences， we should use that rise in arousal as a signal to stop short。 Panicky， feverish reactions have no place in wise compliance decisions。 We need to calm ourselves and regain a rational perspective。 Once that is done， we can move to the second stage by asking ourselves why we want the item under consideration。 If the answer is that we want it primarily for the purpose of owning it， then we should use its availability to help gauge how much we want to spend for it。 However， if the answer is that we want it primarily for its function such as we want something good to drive， drink， eat， etc。， then we must remember that the item under consideration will function equally well whether scarce or plentiful so deliberately consider spending less as scarcity is not an important factor。 We tend to employ the factors of reciprocation， consistency， social proof， liking， authority， and scarcity so often and so automatically in making our compliance decisions。 Each， by itself， provides a highly reliable cue as to when we will be better off saying yes than no。 We are likely to use these lone cues when we don’t have the inclination， time， energy， or cognitive resources to undertake a complete analysis of the situation。 Where we are rushed， stressed， uncertain， indifferent， distracted， or fatigued， we tend to focus on less of the information available to us。 When making decisions under these circumstances， we often revert to the rather primitive but necessary single piece of good evidence approach。 It is of note that because technology and information can evolve much faster than we can， our natural capacity to process information is likely to be increasingly inadequate， relying on automatic short cuts to decision making。 When those single features are truly reliable， there is nothing inherently wrong with the shortcut approach of narrowed attention and automatic response to a particular piece of information。 The problem comes when something causes the normally trustworthy cues to counsel us poorly， to lead us to erroneous actions and wrong headed decisions。 You may want to adopt an aggressive stance to any situation in which a compliance professional attempts to abuses the principle of social proof or any other form of influence。 For example you could refuse to watch TV programs that use canned laughter， if you see a bartender beginning a shift by adding a few high denomination bills to his tip jar of his own， perhaps give him none。 If， after waiting in line outside a nightclub， you discover from the amount of available space that the wait was designed to impress passers by with false evidence of the club’s popularity， you could leave immediately and announce your reason to those still in line。 Don’t be afraid to use boycott， threat， confrontation， express severe disapproval， tirade， nearly anything， to retaliate against attempts to influence and manipulate you。 VLOG summary: https://youtu。be/ycU6cW8NuHk 。。。more

Stephanie ，

First published in 1984， some of the language and scenarios are dated， but the book is overall still interesting and entertaining。

Kelsey Fanelli ，

Recommend tlb boutique

Anna ，

A really fun look into common psychological/behavioral traps and how to avoid or leverage them。

Christina Gomez ，

Okay， so first off， this book is boring to read。 It does not hook you in， the stories are far too long to explain something simple， and you have to work to get through it。 That being said， the informationt this book displays is very true， and helpful to know。 You can very clearly thing of one， if not several， examples of ways you have fallen victim to these rules of influence， but the part I love the most is how to say no to each rule and how to counteract it。

C M Kirsch ，

Arm yourself with this knowledge！

Rajiv Vohra ，

Awesome book， great nuggets on the six ways of influencing。 Really liked the way the author has used these techniques to influence us in believing there usage to us personally and universally too。 He has used a very good style of first showcasing how he has been fallen victim of the same influencing technique followed by immaculate research on the topic。 He has sprinkled the research with couple of stories and anecdotes to maintain the interest in the topic。 Finally how to get not influenced by Awesome book， great nuggets on the six ways of influencing。 Really liked the way the author has used these techniques to influence us in believing there usage to us personally and universally too。 He has used a very good style of first showcasing how he has been fallen victim of the same influencing technique followed by immaculate research on the topic。 He has sprinkled the research with couple of stories and anecdotes to maintain the interest in the topic。 Finally how to get not influenced by that particular influencing technique when it's unfavourable to us。Must read for all irrespective of the profession you are in。 。。。more

Jesse ，

Skip this book。 The information is old and if you read these kinds of books， you probably know all this and have even heard about all the research experiments he sites。 This book probably awesome when it came out but it’s lessons feel commonplace now。 The worst part？ His anecdotes。 In the first few chapters， he has a “personal experience” with a convenient friend who has just the experience he needs to understand。 Those stories are lame and so contrived and such utter bullshit， they caused me th Skip this book。 The information is old and if you read these kinds of books， you probably know all this and have even heard about all the research experiments he sites。 This book probably awesome when it came out but it’s lessons feel commonplace now。 The worst part？ His anecdotes。 In the first few chapters， he has a “personal experience” with a convenient friend who has just the experience he needs to understand。 Those stories are lame and so contrived and such utter bullshit， they caused me the put this book down twice before。 Now having finished， I wish I had stuck with my gut feeling 。。。more

Oli ，

Practical

Leonard ，

I would recommend everyone add this book to their read list as it will make you beter understand the current state of our manitupative society。

Deepu George ，

This is a gem of a book on human behaviour and why we behave in a particular way to a particular stimulus。 It mainly focuses on how various corporations and people with dubious purposes manipulate our behaviour for their own gains and ways to resist such manipulations。 But after reading this i believe it is more than that。 This gives us an understanding of the behaviour of groups like religious groups and society as a whole。 After reading this book， as we observe the human history， we do tend to This is a gem of a book on human behaviour and why we behave in a particular way to a particular stimulus。 It mainly focuses on how various corporations and people with dubious purposes manipulate our behaviour for their own gains and ways to resist such manipulations。 But after reading this i believe it is more than that。 This gives us an understanding of the behaviour of groups like religious groups and society as a whole。 After reading this book， as we observe the human history， we do tend to explain the events in history accordingly and many new meanings dawn in our mind。 Highly recommended for those who love psychology and humanities。 。。。more

GD Scimeca ，

One of those classic books that will literally change how you see the world。 Make sure to read the updates and his other supporting works， as the insights from his ongoing research continue to flow through the fire hose。

Miki Hodge ，

Full of lessons for everyone。

Krantiman Raghunayak ，

Brilliant。

Bobin Johnson ，

Not a lot of golden nuggets found， it's just too long and sometimes Mr。 Robert loses what he's trying to communicate。 Not a lot of golden nuggets found， it's just too long and sometimes Mr。 Robert loses what he's trying to communicate。 。。。more

Jerrome ，

This book is equivalent to a intro to psy course。 I learned a lot and found this book very interesting。 This is a book that everyone should read。

Oleksandr Stefanovskyi ，

Strongly recommend reading it for everyone。 I really mean it， everyone。It is a great， well-organized book that explains how we could be cheated and what to do to resist such situations。 More you can get from the book directly。

Nguyễn Vân ，

This review has been hidden because it contains spoilers。 To view it， click here。 Con người thường bị điều khiển bởi automatic system （Nên dựa vào quán tính， trọng lực， xung lượng thì dễ dàng hơn - judo）1。 Ngtac tương phản。 So sánh 2 người cùng tuổi， cùng mới vào （H và V TD， H nhận hết phần làm ppt， đề， để phần chấm cho mk） Đẩy lên extreme xong rồi mới nói sự thật， lúc này sự thật sẽ nhỏ xíu （cháy， yêu， pregnant， lây nhiễm， điểm D và F）2。 Ngtac đáp trảCảm thấy mắc nợ => tìm cách trả ơnBán thứ cao giá hơn， thứ ít tiền sau thành vụn vặt， k đáng là bao => mua3。 Ngtac cam kếtMình Con người thường bị điều khiển bởi automatic system （Nên dựa vào quán tính， trọng lực， xung lượng thì dễ dàng hơn - judo）1。 Ngtac tương phản。 So sánh 2 người cùng tuổi， cùng mới vào （H và V TD， H nhận hết phần làm ppt， đề， để phần chấm cho mk） Đẩy lên extreme xong rồi mới nói sự thật， lúc này sự thật sẽ nhỏ xíu （cháy， yêu， pregnant， lây nhiễm， điểm D và F）2。 Ngtac đáp trảCảm thấy mắc nợ => tìm cách trả ơnBán thứ cao giá hơn， thứ ít tiền sau thành vụn vặt， k đáng là bao => mua3。 Ngtac cam kếtMình tin cái gì đúng thì nó đúngMình tự tạo ra cho họ những lời cam kết nhỏ thì người ta sẽ tạo ra những cam kết lớn hơnkhông nên tạo nhiêu phần thưởng quá lớn vì nếu như thế người ta sẽ truy tìm extrinsic motivation， vì phần thưởng hơn là intrinsic motivationáp dụng không nên đe dọa cũng không nên nịnh nọt trẻ vì cái này nó chỉ mang tính tạm thờimình sẽ bắt đầu dụ dỗ bằng những cái nhỏ sau đó mới yêu cầu những yêu cầu lớn và loại bỏ đi kẻ yếu tố dụ dỗ ban đầu4。 hiệu ứng đám đôngNhiều người làm thì sẽ suy ra là nó đúng。Một người có càng nhiều điểm chung thì càng dễ bắt chước nhau （ví dụ như Sulli tự tử Goo Hara biết tin sau đó nền tự tử theo）=> những người có vấn đề khi nghe tin những người đang cùng cảnh ngộ với mình thì có suy nghĩ rằng cái cách của người kia làm là cách giải thoátÁp dụng: mình sẽ nếu muốn con mình biết bơi thì mình sẽ cho con xem những chương trình mà những đứa 3 tuổi cũng biết bơi đứa bằng rồi xem xe với con cũng biết bơi và không cần dùng file không cần dùng những cái gì khác 。。。more

Chris ，

Okay book， some good points but not extremely interesting overall。

Cav ，

Influence: The Psychology of Persuasion was a super-interesting book。 People are the strangest creatures; which is why studying them through the field of social psychology is one of my primary interests。 Much of our strange behaviour only makes sense when viewed through an evolutionary lens。 I put this one on my list after hearing about Cialdinini's work in Kathleen Taylor's 2004 book: Brainwashing: The Science of Thought Control。Author Robert Beno Cialdini is the Regents' Professor Emeritus of Influence: The Psychology of Persuasion was a super-interesting book。 People are the strangest creatures; which is why studying them through the field of social psychology is one of my primary interests。 Much of our strange behaviour only makes sense when viewed through an evolutionary lens。 I put this one on my list after hearing about Cialdinini's work in Kathleen Taylor's 2004 book: Brainwashing: The Science of Thought Control。Author Robert Beno Cialdini is the Regents' Professor Emeritus of Psychology and Marketing at Arizona State University and was a visiting professor of marketing， business and psychology at Stanford University， as well as at the University of California at Santa Cruz。 Robert B。 Cialdini: Cialdini opens the book with an interesting anecdote about turkey hens and their chicks， talking about how the hen's evolutionary wiring was "hacked" by the experimenters。 He writes: " Turkey mothers are good mothers—loving， watchful， and protective。 They spend much of their time tending， warming， cleaning， and huddling the young beneath them。 But there is something odd about their method。 Virtually all of this mothering is triggered by one thing: the “cheep-cheep” sound of young turkey chicks。 Other identifying features of the chicks， such as their smell， touch， or appearance， seem to play minor roles in the mothering process。 If a chick makes the “cheep-cheep” noise， its mother will care for it; if not， the mother will ignore or sometimes kill it。The extreme reliance of maternal turkeys upon this one sound was dramatically illustrated by animal behaviorist M。 W。 Fox in his description of an experiment involving a mother turkey and a stuffed polecat。 For a mother turkey， a polecat is a natural enemy whose approach is to be greeted with squawking， pecking， clawing rage。 Indeed， the experimenters found that even a stuffed model of a polecat， when drawn by a string toward a mother turkey， received an immediate and furious attack。 When， however， the same stuffed replica carried inside it a small recorder that played the “cheep-cheep” sound of baby turkeys， the mother not only accepted the oncoming polecat but gathered it underneath her。 When the machine was turned off， the polecat model again drew a vicious attack。。。"Cialdini's writing in the rest of the book was also very well done。 He writes in a clear， concise， and engaging manner that makes the book very readable。 This effective communication here ensures that the concepts covered here will be absorbed even by the layperson with no previous grounding in social psychology。 I always appreciate effective communication like this。The writing in the book couples the concepts and ideas fielded by Cialdini with "reader reports"; anecdotal case studies exemplifying points made in the previous text。 I found this format largely worked here， and found these "reader reports" complementary to the other writing。Cialdini lays out the scope of the book in its introduction， writing: 'The book is organized around these six principles， one to a chapter。 The principles— consistency， reciprocation， social proof， authority， liking， and scarcity—are each discussed in terms of their function in the society and in terms of how their enormous force can be commissioned by a compliance professional who deftly incorporates them into requests for purchases， donations， concessions， votes， assent， etc。"Many interesting examples of social behaviours with deep evolutionary roots are covered in Influence。 Among them are:* Organizations like the Hare Khrisnas that offer token gifts to establish the "principle of reciprocity"。* Initiation rites in fraternities and other organizations to increase social cohesion。* The murder of Kitty Genovese; the tragedy of the commons。 * The mass suicide at " The Peoples Temple" doomsday cult of Jamestown in Guyana is covered numerous times。* Laugh tracks for sitcom shows， as an example of "social proof"。* Tupperware parties that exemplify the "liking rule"。* The roles of attractiveness， similarity， and compliments in achieving social compliance。* In-group/out-group tribalism; Muzafer Sherif's boy's camp experiments are discussed。* The "good cop/bad cop" interrogation technique。* The usage of food as a tool of positive association; Pavlov's dogs。* The famous Milgram Experiment examining obedience to authority。* The high-pressure tactics employed by some salespeople to enforce the "scarcity principle。"Cialdini accompanies the writing here with a segment called "How To Say No" at the end of every chapter; where he makes recommendations to the reader to help them avoid the manipulation of these evolutionary behaviours by salesmen， confidence tricksters， and other nefarious actors。 Cialdini mentions in the book that， through the course of his research， he took to the field to gain some first-hand insight into these matters。 He writes that he attended conferences for Transcendental Meditation， spoke to car salesmen， and even （hilariously） "applied for waiter openings at several fairly expensive restaurants。。。" *************** Influence: The Psychology of Persuasion was a well researched， written， edited， and presented work。 I would recommend it to anyone interested。5 stars。 。。。more

Miranda Lynn ，

This book is wildly and blatantly hypocritical。 Here is what it is pitched as ON THE COVER: "For marketers， it is among the most important books written in the last 10 years。" Yet， when you open it up and start reading， the content itself is not actually geared to marketers。 It's written from the perspective of a confused， gullible old lady who is constantly being taken advantage of by profiteers and slippery conmen。 Each chapter follows this bizarre pattern where it's broken up into two section This book is wildly and blatantly hypocritical。 Here is what it is pitched as ON THE COVER: "For marketers， it is among the most important books written in the last 10 years。" Yet， when you open it up and start reading， the content itself is not actually geared to marketers。 It's written from the perspective of a confused， gullible old lady who is constantly being taken advantage of by profiteers and slippery conmen。 Each chapter follows this bizarre pattern where it's broken up into two sections: the first section explains a marketing tactic in detail with examples on how it has been used effectively by others。。。and then it's followed up with a section that reiterates how "treacherous" these "compliance professionals" are， and shares techniques on how to not be swayed by them。It came across as extremely contradictory。 If I had to guess， it felt like the publishing company was worried about getting sued， so they instructed the author to rewrite his how-to manual for marketers and turn it into a guidebook on how to successfully get out of a confrontation with a used car salesman without being taken advantage of。 That way， he can tell you all of the useful information on how to screw people over， under the guise of trying to help said screwed-over people。 This resulted in the whole book turning into a giant guilt trip。 It's written specifically for marketers， but the whole time you're reading it， you're constantly getting reminded of the fact that actually USING these tactics is sneaky and exploitative。 So what I come away with is some useful information that I am being told not to ACTUALLY use。Since the author is very careful not to ever officially instruct someone on how to use these tactics， I actually found it really hard to glean useful information and specific advice from this book。 Instead， the book is filled with examples that are （basically） step-by-step directions on how to take advantage of people， thinly veiled as cautionary tales。So I learned about all the different ways people like Jim Jones （of Jonestown "fame"） have used psychological manipulation to achieve personal gain。。。but it was hard to take those examples and figure out how to apply the underlying techniques to my OWN business and marketing campaigns。 Especially because Cialdini primarily focuses on examples such as cults， door-to-door salesmen， and Tupperware parties that don't accurately reflect modern （especially digital） businesses。And the overwhelming amount of these examples was simply too much。 For each tactic， he'd list one example， then another。。。。and then 5 more。 It was overkill。 I get it。 I ended up skimming a large portion of each chapter， as only some examples were actually interesting to read。 It seemed like the other examples were only thrown in there to bulk up the page count。 Beyond that， I didn't even find the book that helpful。 This part is definitely not the author's fault， but this book has become so popular since it was originally written， that these strategies are now wildly known and understood。 They are exactly what programs such as Proof and DeadlineFunnel were created to accomplish。 So many people have read and regurgitated this knowledge， that I ended up coming away with very few new takeaways。 As someone who's been working in digital marketing since 2015， even though I hadn't read this book before， I felt like I knew everything in it。 If it weren't for my other qualms， I might recommend it to someone who is just getting started in marketing and doesn't have even a shred of information about buyer psychology。 But I don't。 Save your time and read something else。 。。。more

Anna ，

This review has been hidden because it contains spoilers。 To view it， click here。 Thought it was alright， but realizing I'm gradually getting clearer insights in life。 Probably a good read in this sense。 Thought it was alright， but realizing I'm gradually getting clearer insights in life。 Probably a good read in this sense。 。。。more

Karthikeyan S ，

After making any purchase / deciding a choice， have you ever wondered what influenced you to it？ Often， after a few days of buying a product （or） choosing a decision， we might even find that we really are not that inclined to that product/choice！ So， what made us go for it？Well， this book answers those questions pretty well ！What is this book about？As the title of this book reads， it talks about the psychology of how people persuade / get persuaded to make a choice。 The author terms the strategi After making any purchase / deciding a choice， have you ever wondered what influenced you to it？ Often， after a few days of buying a product （or） choosing a decision， we might even find that we really are not that inclined to that product/choice！ So， what made us go for it？Well， this book answers those questions pretty well ！What is this book about？As the title of this book reads， it talks about the psychology of how people persuade / get persuaded to make a choice。 The author terms the strategies used in this process as weapons of influence。 Six weapons of influence are discussed in detail， which are Reciprocity， Commitment and Consistency， Social Proof， Liking， Authority and Scarcity。 Each of the above weapons are explained in great detail， including real life examples and case studies。 The author has also alerted us about how to find if someone is using any of these weapons against us and how can we decline the offer made with such weapons of influence。How’s the content？The book is content rich and highly insightful！ The readers will be amazed to find how we have fallen easily for traps set by sales executives and advertisements of big brands。 The author has explained about how the consumers are tricked to buy many products without actually having a need to buy them initially。 The persuasion strategies are not limited to product sales， but also applicable for several aspects of our life including relationship commitments， school or work environment， etc。，How is the reading experience？Reading about human mind and its behaviour is always interesting。 Every psychology book gives us diverse perspectives of how our mind works。 In this book also， we get to know some very interesting aspects of our behaviour to certain triggers。 The readers can connect very well with few of the case studies described。 It can be ascertained that most readers would have experienced at least one of the persuasion strategies used with them。While some these case studies are interesting， there are few other case studies that may not connect well with all readers。 Too much time is spent in few examples which gets the readers a bit restless occasionally。 These small hiccups in between bring down the engagement levels slightly down。 Otherwise， the book keeps the readers hooked to it for most of the parts！ 。。。more

Stefano ，

1> Reciprocity: Always give first。 People who receive something from you， are more likely to say ‘yes’ to your requests2> Liking: Before trying to influence someone， identify your similarities and bring them to the surface3> Social Proof: When people are uncertain， they look to their peers for answers4 > Authority: People trust what experts say about a matter5 > Scarcity: People want more of the things they can have less of6 > Consistency: People want to be consistent with what they’ve already s 1> Reciprocity: Always give first。 People who receive something from you， are more likely to say ‘yes’ to your requests2> Liking: Before trying to influence someone， identify your similarities and bring them to the surface3> Social Proof: When people are uncertain， they look to their peers for answers4 > Authority: People trust what experts say about a matter5 > Scarcity: People want more of the things they can have less of6 > Consistency: People want to be consistent with what they’ve already said or done in front of you。 If you can get them to take a small step in your direction， they will want to be consistent with that in the future7 > Unity （Shared Identity – Togetherness）: The idea that people share some identity with you can be extremely powerful 。。。more

ckm ，

有啲概念已經唔新鮮，所以還好。但都有啲幾inspiring，會知道現在銷售手法嘅出處同運用的心理。

Joseph ，

Robert Cialdini’s Influence， the Psychology of Persuasion is a book that goes through several factors that influence the way humans make decisions。 Among them are the “expensive equals good” strategy， the “rule of reciprocation”， where a person will give someone something small in an effort to make a person feel they “owe” that person， and then cash in a larger concession/favor later。 He also details the “reject then retreat” method where a large favor or price is quoted， rejected by the consume Robert Cialdini’s Influence， the Psychology of Persuasion is a book that goes through several factors that influence the way humans make decisions。 Among them are the “expensive equals good” strategy， the “rule of reciprocation”， where a person will give someone something small in an effort to make a person feel they “owe” that person， and then cash in a larger concession/favor later。 He also details the “reject then retreat” method where a large favor or price is quoted， rejected by the consumer/target， then getting the target to agree to a lower price or smaller favor。 Additionally， Cialdini points out the psychological need for humans to be consistent with their decisions/choices， especially after they’ve made either a verbal or written commitment to a particular cause or action。 He goes on to detail the idea of “social proof” wherein if a group of people are interested in an item， it must have value and therefore is desirable， as well as similar behaviors around the law of scarcity that when an item is hard to acquire it becomes more desirable。 Lastly， he explains the role of needing to feel liked and the deep rooted habits of listening to authorities that can drive humans to make less than optimal choices in their lives。There were some interesting points in this book， and it had the style of a Malcolm Gladwell pop psychology book。 This book was written at least a decade or more before Gladwell became famous for this style of book in the early 2000s。 Overall， the book felt dated， both socially and culturally and this datedness significantly detracted from the overall impact of Cialdini’s thesis。 。。。more

Linz ，

This book taught me about the different weapons of influence many of which I've fallen for。 Robert Cialdini supports all of them with studies。 Some of them were a bit too hard to believe。 Being aware of these weapons of influence helps me to face compliance professionals who use them for the wrong reasons。 This book taught me about the different weapons of influence many of which I've fallen for。 Robert Cialdini supports all of them with studies。 Some of them were a bit too hard to believe。 Being aware of these weapons of influence helps me to face compliance professionals who use them for the wrong reasons。 。。。more

Cathy Liu ，

I enjoyed learning about the psychological schemes that drive much of sales and marketing。 My favorites were: commitment and consistency， liking via cooperation， association with positive outcomes， and scarcity。

Reference

google book https://www.google.com/search?tbm=bks&q=Influence, New and Expanded: The Psychology of Persuasion

hathitrust digital library https://babel.hathitrust.org/cgi/ls?q1=Influence, New and Expanded: The Psychology of Persuasion&field1=ocr&a=srchls&ft=ft&lmt=ft

The British Library https://bll01.primo.exlibrisgroup.com/discovery/search?query=any,contains,Influence, New and Expanded: The Psychology of Persuasion&tab=LibraryCatalog&search_scope=Not_BL_Suppress&vid=44BL_INST:BLL01&lang=en&offset=0