influence: The Psychology of Persuasion (Collins Business Essentials) (Paperback)

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The widely adopted, now classic book on influence and persuasion—a major national and international bestseller with more than four million copies sold!

In this highly acclaimed New York Times bestseller, Dr. Robert B. Cialdini—the seminal expert in the field of influence and persuasion—explains the psychology of why people say yes and how to apply these principles ethically in business and everyday situations.

You’ll learn the six universal principles of influence and how to use them to become a skilled persuader—and, just as importantly, how to defend yourself against dishonest influence attempts:

  1. Reciprocation: The internal pull to repay what another person has provided us.
  2. Commitment and Consistency: Once we make a choice or take a stand, we work to behave consistently with that commitment in order to justify our decisions.
  3. Social Proof: When we are unsure, we look to similar others to provide us with the correct actions to take. And the more, people undertaking that action, the more we consider that action correct.
  4. Liking: The propensity to agree with people we like and, just as important, the propensity for others to agree with us, if we like them.
  5. Authority: We are more likely to say “yes” to others who are authorities, who carry greater knowledge, experience or expertise.
  6. Scarcity: We want more of what is less available or dwindling in availability.

Understanding and applying the six principles ethically is cost-free and deceptively easy. Backed by Dr. Cialdini’s 35 years of evidence-based, peer-reviewed scientific research—as well as by a three-year field study on what moves people to change behavior—Influence is a comprehensive guide to using these principles effectively to amplify your ability to change the behavior of others.

About the Author


Robert B. Cialdini, Ph.D. holds dual appointments at Arizona State University. He is a W. P. Carey Distinguished Professor of Marketing and Regents' Professor of Psychology, and has been named Distinguished Graduate Research Professor. Dr. Cialdini is also president of Influence At Work, an international training and consulting company based on his groundbreaking body of research on the ethical business applications of the science of influence.

Praise For…


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
Product Details
ISBN: 9780061241895
ISBN-10: 006124189X
Publisher: Harper Business
Publication Date: December 26th, 2006
Pages: 336
Language: English
Series: Collins Business Essentials
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