Influence: How and Why People Agree to Things PDF ☆

 Influence: How and Why People Agree to Things Influence, the classic book on persuasion, explains the psychology of why people say yes and how to apply these understandings Dr Robert Cialdini is the seminal expert in the rapidly expanding field of influence and persuasion His thirty five years of rigorous, evidence based research along with a three year program of study on what moves people to change behavior has resulted in this highly acclaimed book.You ll learn the six universal principles, how to use them to become a skilled persuader and how to defend yourself against them Perfect for people in all walks of life, the principles of Influence will move you toward profound personal change and act as a driving force for your success.

  • Paperback
  • 320 pages
  • Influence: How and Why People Agree to Things
  • Robert B. Cialdini
  • English
  • 14 June 2017
  • 9780061241895

About the Author: Robert B. Cialdini

Dr Robert Cialdini has spent his entire career researching the science of influence earning him an international reputation as an expert in the fields of persuasion, compliance, and negotiation.His books including, Influence Science Practice, are the results of years of study into the reasons why people comply with requests in business settings Worldwide, Influence has sold over 2 million

10 thoughts on “ Influence: How and Why People Agree to Things

  1. Sundeep Sundeep says:

    Summary This book can t be summarized It can only be very, very strongly recommended.Recommended YES Buy it now if you haven t read it.Table of contents 1 Weapons of Influence2 Reciprocation The Old Give and Take and Take3 Commitment and Consistency Hobgoblins of the Mind4 Social Proof Truths Are Us5 Liking The Friendly Thief6 Authority Directed Deference7 Scarcity The Rule of the FewNotes Below are my key takeaways and some interesting points, but I m telling you Buy it Read it Trust me Expensive implies quality Example gems in a jewel case that weren t selling were marked up and then sold at a discount to the markup a price higher than the original price , and they sold like hotcakes Power of contrast Example If you go into a men s store they ll try and sell you an expensive suit before the sell you the expensive sweater, because the contrast makes the sweater appear affordable Reciprocity Example If someone buys you something say, a Coke , you re likely to by something from them say, raffle tickets Concession Example If someone tries to sell you something and you pass say 5 of 1 raffle tickets , they ll try and sell you something less that you ll end up buying because you feel bad 1 1 raffle ticket Another term used here is reject then retreat Commitment leads to consistency leads to collaboration Example During the Korean war, the Chinese got American soldiers to make public commitments of various things Then they made those commitments even public, which the American soldiers had to stand by to be consistent That consistency then led them down a path of minor forms of collaboration without them really thinking about it as such Writing something down, even privately, strengthens your commitment to something People like and believe in commitment because their image and reputation is on the line ie the Chinese concentration camp example above People like what they struggle to get, even if it s not that good Example frats hey, it s in the book, don t hate the messenger People like to feel they have control over a decision even if they really don t The power of social proof, or the idea that if others do it it s good Example introverted pre schoolers who saw introverted kids become social in a movie were inclined to go play Another example cults People follow the crowd because they believe in the wisdom of the crowd Convince and you shall be convinced Example cults, where people who convince or convert others become convinced that s why so many are evangelical Assign responsibility if you want things done Example a stabbing that took place over many minutes had 38 witnesses it happened cause everyone figured someone else would call the police The power of copycats that ll play on social proof Example if you find a wallet of someone like you and you re likely to return it it s true Another scary example suicides when the press publicizes a suicide fatal accidents too Liking is an important part of influence Attractiveness, similarity identity and context , compliments, contact cooperation all can make someone influential The reason good cop bad cop works is because the subject feels someone is on their side Associations are powerful Bearers of good news get treated well, and bad news get treated poorly Examples weathermen or Roman messengers reporting lost battles People tend to defer to authority experts Examples experiments involving shock therapy where people listened to a guy in a lab coat to inflict pain on another human being incredible how strong this is The power of connotations and context over content, and how it can imply authority Titles and clothing do this Gaining trust Example a waiter who advises against a expensive item early in the meal will gain the trust of everyone at the table, and then he can suggest expensive items and items through the course of the meal Scarcity is powerful There s a psychological reaction people don t want to lose their freedom, and don t want to lose This plays to a second point competition Invite 3 used car buyers at the same time and you ll sell the car faster A cookie is attractive if there are two of them than if there are 10 of them Always as yourself when something is scarce will the cookie taste as good if there are 10 of them Plus, if you saw that the number went from 10 to 2, you want it even It can even lead to revolt when something is given and then taken away, people get mad if something is never given at all, they don t know what they re missing It appears that commitments are most effective in changing a person s self image and future behavior when they are active, public, and effortful The most influential leaders are those who know how to arrange group conditions to allow the principle of social proof to work maximally in their favor Social proof is most powerful for those who feel unfamiliar or unsure in a specific situation and who, consequently, must look outside of themselves for evidence of how to best behave there.

  2. Pouting Always Pouting Always says:

    Another one of those business books where it s a good read if you haven t read any others from the same genre but with the same basically formula where they keep repeating information that can be condensed down into a few pages and which every other business book will tell you but of course they ll rephrase it If you haven t ever thought much about the influence of the way you talk to people and vice versa I m sure this can be very eye opening If you re pretty self aware or have contemplated how difference in you behavior can affect that of others then you re going to just find most of the things in these books to be obvious.

  3. Gina Grone Gina Grone says:

    I don t understand why so many people rated this book so highly It panders to the audience by using overly simple language and repeating the same idea 5 times to make sure that the reader really understood Example from memory People are heavily influenced by society Society shapes our choices Our choices are influenced by the people around us There are countless examples of one s choices being swayed by his or her peers Thanks, I got it the first time The first and second weapons of influence were interesting and thought provoking Reciprocity and consistency The third to sixth weapons were just plain obvious Social proof, i.e a group s preference influences your own No shit Liking, i.e someone similar to be persuasive to you OK, obvious Authority, i.e power leads to persuasive ability sarcastic Wow Scarcity, i.e perceiving scarcity leads to increased desire of a resource Mildly surprising The author must have read about the device of repetition just before writing this book and used the book for practice The amount of times that he used click, whirr to illustrate the metaphor or playing a tape in our heads to produce automatic action made me want to scream Also, cassette tapes were out of style by the time I was in high school His choice phrase for people who consciously used these weapons of influence were wait for it COMPLIANCE PRACTITIONERS Just call them influencers or something less vomit inducing, buddy The author updated the edition for the printing in 2007 He should have just done a reprint with a new foreword or something, because the result of the update is a total failure 90% of the references are still from the mid 80 s or before A discussion about the future of communicating with computer has one puny line added to it about how everyone uses the Internet now To be fair, some of the conclusions drawn and the research presented were very interesting But the feel of the writing was so juvenile and repetitive that I can t recommend this book to anyone I m sure there are much better books on the topic.

  4. Shishir Shishir says:

    Six weapons of influence 1 Reciprocation People tend to return a favor Thus, the pervasiveness of free samples in marketing In his conferences, he often uses the example of Ethiopia providing thousands of dollars in humanitarian aid to Mexico just after the 1985 earthquake, despite Ethiopia suffering from a crippling famine and civil war at the time Ethopia had been reciprocating for the diplomatic support Mexico provided when Italy invaded Ethopia in 1937 2 Commitment and Consistency If people commit, verbally or in writing, to an idea or goal, they are likely to honor that commitment Even if the original incentive or motivation is removed after they have already agreed, they will continue to honor the agreement For example, in car sales, suddenly raising the price at the last moment works because the buyer has already decided to buy See cognitive dissonance 3 Social Proof People will do things that they see other people are doing For example, in one experiment, one or confederates would look up into the sky bystanders would then look up into the sky to see what they were seeing At one point this experiment aborted, as so many people were looking up that they stopped traffic See conformity, and the Asch conformity experiments 4 Authority People will tend to obey authority figures, even if they are asked to perform objectionable acts Cialdini cites incidents, such as the Milgram experiments in the early 1960s and the My Lai massacre 5 Liking People are easily persuaded by other people that they like Cialdini cites the marketing of Tupperware in what might now be called viral marketing People were likely to buy if they liked the person selling it to them Some of the many biases favoring attractive people are discussed See physical attractiveness stereotype 6 Scarcity Perceived scarcity will generate demand For example, saying offers are available for a limited time only encourages sales.

  5. Jerry Jerry says:

    I put this book under dangerous knowledge Cialdini, still a top consultant in this field, has a tiny disclaimer at the end of the book saying how he s aware that this knowledge could be misused, but doesn t go much further I see this stuff abused all the time, to spin democracies to go to war, to sell us products and services we don t really need and much, much I ve been wanting to start an ethics institute around this topic Interested Write me

  6. Петър Стойков Петър Стойков says:

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  7. Mark Cheverton Mark Cheverton says:

    Required reading for all marketing professionals The book details the most common approaches to influencing the decisions of others, backed up by the authors time spent infiltrating direct marketing companies and the like Offers handy hints on how to spot when you re being manipulated and how to handle it.A very enjoyable read, should leave you much aware of how you re being played next time you re in the market for a used car.

  8. imane imane says:

  9. John John says:

    Not a runaway train of rapturousness like 1776, Moneyball, or Outliers, but like Anna Karenina it seems to encompass all of life and address all of life s important issues I would recommend this to anyone, and will definitely listen to it again.I tired one of his techniques on a colleague I had been chasing for week, and it worked like a charm within an hour, so 1 for 1.

  10. Abubakar Mehdi Abubakar Mehdi says:

    A couple of months ago, I read somewhere that when it comes to the psychology of persuasion and influence, Cialdini is the daddy of this subject I chuckled and moved on But then, a few days ago I found myself in a bookstore holding this book and heading to the counter I came back home, and devoured it chapter by chapter, awestruck and flabbergasted by the sheer brilliance of the psychology of persuasion Cialdini is no novice, apart from being an academic scholar and researcher who conducted innumerable experiments over the course of his career He spent three years, in field, researching for this book He entered into programs offered by different business enterprises and marketing agencies to train sales staff and dealers in the art of persuasion Cialdini explains the science at work behind the curtains of this art show in this book We live in a consumer society Our markets survive and thrive on mass consumption of products that are neither necessities nor luxury, but still they find their way to our homes right through our pockets Why and how it happens, how we are convinced and persuaded to do something we really don t need or want to do Why in certain situations we are unable to fight the temptation to buy something we have no use of How exactly do we fall for these marketing gimmicks This book has the answer.For our convenience, our brain has evolved some fixed action patterns, patterns that we follow almost blindly without any recourse to reason or logic Why we do this Because our brain has been programmed this way and because by doing this we don t have to think too hard, it seems natural and effortless, almost as if it is the most obvious and right thing to do This shortcut of ours is exploited, almost everyday by people who are trying to sell us something Cialdini repeatedly uses the term click, whirr , which explains our behavior patterns when we encounter a situation for which we have a programmed reaction What the situation does is that it appeals to our conscious mind with a red flag signal A file is clicked open as a result, and whirr out rolls the standard sequence of behaviors view spoiler For instance, if a thing is expensive it is good If a thing is rare, it is precious Likewise, we are likely to spend a higher amount on alloy rims if we have spent a fair deal on the car The we spend on our suit, the we are likely to spend on shoes and tie This is due to the contrast principle, which is that on spending a high amount of money on an expensive thing we are likely to spend money on something less expensive than the initial product but which is still expensive enough if compared to its alternatives in the market Click, whirr The we spend on the first thing, the we are likely to spend on the second and the third hide spoiler

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