In this New York Times bestseller, Dr. Robert B. Cialdini— a real 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, sales and everyday use.
In the book, you’ll learn the six universal principles of influence and how to use them to become a skilled influencer and, just as importantly, how to defend yourself against dishonest influence attempts:
The tools you will learn include:
- Reciprocation: You can’t help someone else without helping yourself
- 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.
- Social Proof: When we are unsure, we look to similar other people to provide us with the correct actions to take. And the more, people undertake that action, the more we consider that action correct.
- Liking: We buy from people and organisations that we know, like and trust
- Authority: We are more likely to say “yes” to others who are authorities, who carry greater knowledge, experience or expertise.
- Scarcity: We want more of what is less and we are always desperate to get the last ice cream in the freezer.
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 behaviour. Influence is a comprehensive guide to using these principles effectively to amplify your ability to change the behaviour of others.