Influence

Book Description

4 Reviews

• 5 people find this helpful

  

  Hey smart one, read this bestseller and start saving NOW!

  The author is a psychology professor. Looking at unwanted magazines and tickets to the sanitation worker's ball one day, he wonders why he's such a sucker all his life. Just what makes a person say "yes"?

  He decides to do some research. To learn from the pros, he's worked as sales trainee in v ... (continue)

  The author is a psychology professor. Looking at unwanted magazines and tickets to the sanitation worker's ball one day, he wonders why he's such a sucker all his life. Just what makes a person say "yes"?

  He decides to do some research. To learn from the pros, he's worked as sales trainee in various trades: real-estate, cars, table-waiting, what not.

  His findings from this three-year research are summarized in this book, in which he describes six so-called "weapons of influence":

  1. Reciprocation
  2. Commitment and Consistency
  3. Social Proof
  4. Liking
  5. Authority
  6. Scarcity

  The reason we are vulnerable is that we instinctively follow some guidelines that help us make better decisions with incomplete information. For example, when in doubt, following what others do (social proof) is a wise move most of the time. So someone can take advantage of your instinct and make you say yes, simply because you are wired to do so.

  Cialdini's arguments are backed by real-life examples and experiment results, most of which are fascinating (you'll be surprised). What makes this such an absorbing read is that you can relate most of what you read to your own experience. You'll hear from yourself lots of "oh that's how they sold me!" revelations. (Car buyers beware: in every chapter there's at least one car-dealing example)

  Cialdini is more interested in teaching you how to defend against these weapons than how to deploy them for your own gains. At the end of every chapter, he has this "how to say no" section which often includes a description of his personal victory against compliance professionals. Geeky, yes, but it makes the book all the more entertaining (albeit unintentionally).

  The book cover held me back from buying this book for a while. But don't judge it by its cover. If you like Malcolm Gladwell's (Tipping Point, Blink) books, you'd love this one.

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  Greg Sung said on Jan 31, 2006 | Add your feedback

• 1 person find this helpful

  

  A very captivating book on the power of influence. Do you ever find yourself mindlessly making certain stupid purchases? Cialdini would help you dissect the deliberate tactics used to trap you into making "blink" decisions. Whether you are student in psychology or would just like to become a smarter ... (continue)

  A very captivating book on the power of influence. Do you ever find yourself mindlessly making certain stupid purchases? Cialdini would help you dissect the deliberate tactics used to trap you into making "blink" decisions. Whether you are student in psychology or would just like to become a smarter consumer, this highly readable and entertaining book has much to offer.

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  Gabiq said on Feb 6, 2009 | Add your feedback

• Section 3[return]Entrepreneurship

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  Jonaschau said on Jul 18, 2009 | Add your feedback

• Another book worth reading and re-reading is Robert B. Cialdini's classic Influence. When charitable organizations send you a request for a donation, they almost always include a "gift" in the envelope. Sticky labels with your address on them. Or a couple of blank greeting cards. The reaso ... (continue)

  Another book worth reading and re-reading is Robert B. Cialdini's classic Influence. When charitable organizations send you a request for a donation, they almost always include a "gift" in the envelope. Sticky labels with your address on them. Or a couple of blank greeting cards. The reason they're giving you the gift is because of the social principle of reciprocity; now you will feel obliged to give something back. You've probably heard the expression "hurry, supplies are limited!" so many times in television advertisements that it hardly registers any more. But it's there because of the principle of scarcity; your natural assumption that something that is scarce is worth more money. These tricks, among others, are used by salespeople, marketers, and advertisers to influence people to behave in a certain way. Cialdini's excellent book discusses the psychological theories behind the science and practice of influencing the behavior of other people. Read it before they do!

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  J.S. (testing) said on Oct 20, 2005 | Add your feedback

Book Details

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• English Books
• Paperback 336 Pages
• Edition: Revised
• ISBN-10: 0688128165
• ISBN-13: 9780688128166
• Publisher: Collins
• Pub date: Oct 07, 1998
• Dimensions: 1484 mm x 968 mm x 194 mm Just how big is that?
• Also available as: Others
• In other languages: other languages 繁體書, Livres Français, Livros em Português, Libri Italiani

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