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Have you ever bought something you neither wanted nor needed? Robert B. Cialdini’s “Influence” explains why that happens, and why our brains are so susceptible to be influenced by others. Whether you want to use the power of influence on others, or you want to escape manipulation, “Influence” will provide you with the right knowledge to do just that.
Best suited for anyone ever fallen prey to sales, special offers and ads, anyone wanting to influence others, anyone wanting to gain control over their buying habits.
Give first—strategically. Even small favors create a subconscious urge to return the gesture.
Testimonials from peers > stats from strangers. Tailor credibility to your audience’s world.
Get micro-commitments early. People align behavior with identity, especially when they say it out loud.
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Robert Beno Cialdini is Professor Emeritus of Regent Psychology and Marketing at Arizona State University and was a Visiting Professor of Marketing, Business, and Psychology at Stanford University as well as the University of California at Santa Cruz. He is best known for his 1984 book on Persuasion and Marketing, Influence: The Psychology of Persuasion. The book sold more than three million copies and was translated into thirty languages. The author was listed on the New York Times Best Seller list, and Fortune lists him in his "75 Smarter Corporate Books." Cialdini received his Bachelor of Science degree from the University of Wisconsin in June 1967. He then completed a postgraduate degree in Social Psychology at the University of North Carolina and earned his Ph.D. in June 1970 and received postgraduate in Social Psychology at Columbia University. He held academic counseling visits at Ohio State University, University of California, Annenberg School of Communications and Graduate School of Business at Stanford University.
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