- Series: Collins Business Essentials
- Paperback: 336 pages
- Publisher: Harper Business; Revised edition (December 26, 2006)
- Language: English
- ISBN-10: 006124189X
- ISBN-13: 978-0061241895
- Product Dimensions: 5.3 x 0.8 x 8 inches
- Shipping Weight: 12 ounces (View shipping rates and policies)
- Average Customer Review: 1,957 customer reviews
- Amazon Best Sellers Rank: #1,534 in Books (See Top 100 in Books)
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Influence: The Psychology of Persuasion, Revised Edition Revised Edition
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Arguably the best book ever on what is increasingly becoming the science of persuasion. Whether you're a mere consumer or someone weaving the web of persuasion to urge others to buy or vote for your product, this is an essential book for understanding the psychological foundations of marketing. Recommended. --This text refers to the Audio CD edition.
For markters, this book is among the most important books written in the last ten years. (Journal of Mariketing Research)
Influence should be required reading for all business majors. (Journal of Retailing)
This book will strike chords deep in the hearts and psyches of all of us. (Best Sellers Magazine)
The material in Cialdini’s Influence is a proverbial gold mine. (Journal of Social and Clinical Psychology)
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In reply to the few one star reviews...It has been stated in the uncharitable reviews, that the entire content of the book could have been written in a few pages. I agree, at first look, this would seem true. The Harvard Business Review article "Harnessing the Science of Persuasion" by Cialdini, from their October 2001 issue....is a good example. You can even get the Six Principles from the books Table Of Contents...save yourself some time.
But sales ideas have to not just be listed....not just explained...they have to be sold. Examples have to be given, Principles have to be
explained...we need proof. And you need the entire book to do that. The people who read a short article by the author, maybe read the
ideas...but nothing else happens. Salespeople are changed by the content of this book, like with all great sales books. For salespeople to benefit from a sales book, the ideas have to be explained, understood, proven, accepted, and made real. This book does that.
I own perhaps 2,000 books on the subject of selling. This is certainly in the top 5.
I picked the book up because it was recommended by a successful business owner who indicated that in building her business model, marketing strategy, and designing her website she used the principles in this book and found them to be very effective.
Insightful with good breakdowns of each principle and great examples. He even explains how a consumer can act against their natural and automated response to some of these triggers, which, for a business person, provides research into how to overcome rebuttals.
Could be that he wrote this book for the consumer, so they understood how they are being manipulated and how to overcome it...or could be that he geniusly manipulated us into believing it was in advocacy of the consumer when it's really for the business owner, heh heh. Either way, good read.
This myth was buoyed up in the mid-twentieth century by the vision of vast tracts of middle-class housing where neighbors were strangers ("and they were all made out of ticky-tacky and they all looked the same"), by the cult of public conformity ("the organization man"), and by such urban myths as women being raped and beaten in public while spectators did nothing.
We now know that this bizarre viewpoint is miles from the truth, and that public life is imbued with a rich nexus of emotion-laden, poignantly human, social relations. Even strangers meeting for the first time engage in characteristically human emotional interactions, and the quality of social life depends critically on the tacit culture of conformity to particular norms of social interaction among people in public capacities.
Chaldini's book is a classic contribution towards analyzing these tacit social relations among strangers. His take on the issue is that we are all vulnerable to being manipulated by our mental weaknesses, and we should learn to be on guard against this manipulation. This is a very good point, but it hides the deeper point that manipulation is just the pathological side of basically healthy approaches to interaction with others in society. Humans are intensely reciprocal, and will sacrifice to repay good with good, and bad with bad, at personal cost, even when dealing with strangers they will never see again (we call this "strong reciprocity"). We have a strong tendency to social conformity, thus respecting others by our willingness to follow their lead. We want to be liked, and we are more willing to sacrifice on behalf of people we like, even if they are strangers. These and other behaviors are what make us human. Cialdini's point is that these predisposition can be used against us, and we must be careful to protect ourselves from this.
The various elements of the psychology of persuasion are so well-known today, partly due to Cialdini's influence (the first edition was 1984), that I'm not sure I learned anything new from reading this book. But, he is a fine writer and tells a good story, making the reading worth its while.
Most recent customer reviews
If I gained nothing else from this book, I am now evermore distrusting of...Read more