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.
Have you ever examined the process of persuasion? How do fundraisers, politicians, and salespeople get us to follow their lead without realizing they are manipulating us?
Robert Cialdini's Influence: The Psychology of Persuasion seeks to provide a solution to this question. The book demonstrates how the world's persuaders manipulate our most fundamental mental inclinations into instruments of obedience. The six elements of persuasion — reciprocity, commitment/consistency, social proof, liking, scarcity, and authority — and how they are often used, will be examined. By doing so, you'll learn how to recognize when you're being duped and how to outsmart the persuaders.
A well-known principle of human behavior says that when we ask someone to do us a favor we will be more successful if we provide a reason. People simply like to have reasons for what they do.