Product Description

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.

Product Details

• Amazon Sales Rank: #117839 in Books
• Published on: 2000-08-03
• Original language: English
• Number of items: 1
• Binding: Paperback
• 262 pages

Review

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

From the Back Cover

Over a quarter million copies sold!

How does this information make you feel about the book? If, even for a moment, you thought that a proven and popular book might be the one you were interested in, you may have been persuaded by a potent principle of influence—in this case, the principle of social proof.

Have you ever found yourself saying “yes” to a telemarketer or to a child selling candy and then wonder why you have just agreed to subscribe to a magazine that you really aren't interested in or to buy a candy bar that you really don't want? In this revised, updated, and expanded book, not only will you find out what techniques were used to get you to say yes, but you will also learn some worthwhile ways to defend yourself from future requests.

About the Author

Dr. Robert Cialdini is Regents' Professor of Psychology at Arizona State University, and also consults widely on the subject of influence.

Customer Reviews

Fascinating topic, fascinating book!
I am one of those guys who lay my hands on every marketing-related book I can lay my hands on. Okay, this is not strictly speaking a marketing book, but is essential reading for anyone in marketing.

It would be more accurate to describe the topic of the book as social psychology, but the relevance to marketing becomes immediately apparent, because it examines the human nature which makes the compliance strategies of con artists so effective.

Cialdini selected the triggers he felt were the most important, and dedicated a chapter to each.

Robert Cialdini's work is brilliantly researched and he speaks as a true authority on the subject. His theories are clear and he backs up his statements with (sometimes astonishing) research findings. He writes well and his style is enjoyable.

The book is well laid out, and the findings are presented in a way which make them instantly usable.

Whether you are in marketing, or if you have ever been pressured into making a decision you later regretted, you will find this book really interesting and useful. I gladly recommend this title.

Don't buy more books than you need to!
I notice that a lot of people who buy this book also buy Influence: The Psychology of Persuasion (Amazon have an offer on the pair). Well, I haven't read that book but I did notice the following comment in the FAQ section of Cialdini's own website (influenceatwork.com):

On the question: "What's the difference between Influence: The Psychology of Persuasion and Influence: Science and Practice?", the basic answer from Cialdini is that Science and Practice is an updated book and "generally... a more complete discussion of the topic. We do not recommend purchasing both books." His words, not mine, but I hope this helps.

Simple, powerful description of influence
In this book, Cialdini breaks down influence into six principles of human behaviour. Six triggers which are constantly being exploited, as you begin to notice as you read the book. Written in a casual style but convincingly argued, this book rests on a solid foundation of experimental evidence. Cannot recommend more highly.