Influence

Influence: Science and Practice (5th Edition) Paperback – August 8, 2008

Author: Visit Amazon's Robert B. Cialdini Page | Language: English | ISBN: 0205609996 | Format: PDF, EPUB

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Influence: Science and Practice – August 8, 2008
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• Paperback: 272 pages
• Publisher: Allyn and Bacon; 5th edition (August 8, 2008)
• Language: English
• ISBN-10: 0205609996
• ISBN-13: 978-0205609994
• Product Dimensions: 8.9 x 6 x 0.6 inches
• Shipping Weight: 13.6 ounces (View shipping rates and policies)
• Amazon Best Sellers Rank: #2,718 in Books (See Top 100 in Books)
  • #7 in Books > Medical Books > Psychology > Applied Psychology
  • #8 in Books > Business & Money > Management & Leadership > Negotiating
  • #10 in Books > Business & Money > Marketing & Sales > Sales & Selling

"Influence" by Robert Cialdini is one of the most wonderful and influential books I've ever read! Other books have been written on the topic, but Cialdini's is the best and most influential of them all.

"Influence" deals with the study of persuasion, compliance, and change - a subject that has application for every area of life. Cialdini presents the latest research on influence in a compelling way, clearly stating the 6 principles of influence and providing wonderful illustrations of each principle from advertising, psychology and other fields. If we understood these 6 principles better, we would be less subject to manipulation from others (for example, the manipulation to buy things we don't need or to buy more than we need). We might, in turn, also be able to understand how to influence others for good.

The 6 principles of influence are:

1. The Rule of Reciprocation: "We should try to repay in kind what another person has provided us."

2. Commitment and Consistency: "Once we make a choice or take a stand, we will encounter personal and interpersonal pressures to behave consistently with that commitment."

3. Social Proof: "We determine what is correct by finding out what other people think is correct."

4. Liking: "We most prefer to say yes to the requests of people we know and like."

5. Authority - we have a deep-seated sense of duty to authority

6. Scarcity - something is more valuable when it is less available

I find that in my own life, these 6 principles are remarkably powerful and have the ability to explain a lot of the behavior I observe as a father, teacher, and priest. We would all benefit from memorizing and mastering these six principles. They are simple but extremely powerful.

Isn't it amazing how each new edition of this great book sells even better than the previous one? And it does so for for one reason, the information works.

"Influence" by Robert Cialdini teaches us the basics of how people are influenced. It breaks influence into six key factors:
1. Reciprocation
2. Consistency and Commitment
3. Social Proof
4. Authority
5. Liking (the person who is trying to influence us)
6. Scarcity

Each of the above points is detailed in a chapter. Academic studies and examples are given in a very engaging fashion. Some of the studies are for the birds. For example, mother turkeys, who are known to be caring parents (as far as birds go), tend to respond only to the "cheep-cheep" sound of their chicks.

Hearing the cheep-cheep, the mother turkey coddles and cares for the young turkey chick. It is a short-cut response that nature has given turkeys to know how to behave. It tends to work well in nature. But, tricky scientists recorded the cheep-cheep sound and placed the recording into a stuffed Polecat, the natural enemy of the turkey, and found that the mother turkeys adopted the stuffed polecat. Coddled it and cared for it.

That was quite amazing, as the usual response of a mother turkey to a stuffed Polecat without the cheep-cheep recording is an outright assault on the Polecat. This reflexive behavior tends to work most of the time, but sometimes is inappropriate. The mother turkey is responding in what Cialdini refers to as a "click, whir" method. Once some reactor sets off a signal (click), the mother turkey plays its own internal tape (whir) which signifies the appropriate response.

Only, sometimes, the response is not appropriate.

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