Influence: The Psychology of Persuasion by Robert B. Cialdini

How do you convince people to say yes? 

How do others convince you to say yes? 

How are you controlled by clever salesmen, sneaky confidence tricksters, or smart marketing folks? 

At some point, we all are confused about these questions but the good news is we don’t need to get confused now.

 Not anymore! 

Influence clarifies in detail the basic standards of persuasion. This book will assist you in understanding the psychology behind their clever techniques, allowing you to release your own persuasiveness, while also shielding your thoughts against their strategies of manipulation.

Let’s find out how!

The Concept of this Book

Dr. Robert Cialdini is the seminal master in the quickly extending field of persuasion and influence. His 35 years of proof-based exploration alongside a three-year course of study on what pushes people to change their opinions have brought about this profoundly acclaimed book. 

This book is the best masterpiece among a lot of other books by Cialdini. In this book, he elaborates the different psychological approaches used by people like salespeople, car dealers, or waiters to convince us to say YES when ideally, we’d prefer to say NO. The author took some jobs of being a waiter and car salesman to understand these techniques in depth.

6 Principles by Cialdini

Here are the 6 basic principles that Cialdini mentioned in this book:

  • Reciprocation

This principle states that we must repay in a kind, what someone else has given us. One of the main reasons that reciprocation can be implemented so successfully as a tool for getting another’s compliance is its power.

  • Commitment & Consistency

This principle states that the need to be (and to show up) consistent with what we have just done. Whenever we have settled on a decision or stood firm, we will experience personal and interpersonal pressures to act consistently with that commitment.

  • Social Proof

This principle applies particularly to the manner in which we choose what constitutes the right behavior. We consider a behavior as more perfect in a present situation to the extent that we see others performing it.

  • Authority

Generally, people often follow authority figures. We are instructed from a very young age that obedience to authority is necessary and we can’t disobey. It’s quite obvious.

  • Liking

This principle simply implies that we would say an obvious yes to the requests of people we know and like.

  • Scarcity

This principle states that opportunities appear to be more important to us when their accessibility is limited. Fans of behavioral economists might analyze how this combines with the basic of Loss Aversion — the fear of loss is greater than the craving for gain.

Wrap up

You’ll get familiar with the six general principles of Cialdini, how to utilize them to turn into an expert persuader, and how to defend yourself against them. Ideal for people who need to grow their business, these principles of Influence will push you toward significant personal change and act as the main tool for your success.