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
Summary
What are the factors that cause one person to say yes to another person? And which techniques most effectively use these factors to bring about such compliance? In his bestselling book, Robert Cialdini, former salesperson, fundraiser, and advertiser, examines the science and practice of compliance. Praised for its enjoyable writing, practical suggestions, and scientifically documented material, previous editions have been widely read by business professionals, fundraisers, and those interested in psychology. The new Fifth Edition includes twice as many first hand accounts of how principles presented in the book apply to personal lives; updated coverage of popular culture and new technology; and more on how compliance principles work in other cultures.
Table of Contents
All chapters conclude with "Summary" and "Study Questions." Preface. Introduction. 1.Weapons of Influence. Click, Whirr. Betting the Shortcut Odd. The Profiteers. Jujitsu. Reader's Report. 2.Reciprocation: The Old Give and Take ... and Take. How the Rule Works. Reciprocal Concessions. Rejection-Then-Retreat. Defense. Reader's Report. 3.Commitment and Consistency: Hobgoblins of the Mind. Whirring Along. Commitment Is the Key. Defense. Reader's Report. 4.Social Proof: Truths Are Us. The Principle of Social Proof. Cause of Death: Uncertain(ty). Monkey Me, Monkey Do. Defense. Reader's Report. 5.Liking: The Friendly Thief. Making Friends to Influence People. Why Do I Like You? Let Me List the Reasons. Conditioning and Association. Defense. Reader's Report. 6.Authority: Directed Deference. The Power of Authority Pressure. The Allures and Dangers of Blind Obedience. Connotation Not Content. Defense. Reader's Report. 7.Scarcity: The Rule of the Few. Less Is Best and Loss Is Worst. Psychological Reactance. Optimal Conditions. Defense. Reader's Report. 8.Instant Influence: Primitive Consent for an Automatic Age. Primitive Automaticity. Modern Automaticity. Shortcuts Shall Be Sacred. References. Credits. Index.
