"Influence", the classic book on persuasion, explains the psychology of why people say "yes" – and how to apply these understandings.

Dr. Robert Cialdini is the seminal expert in the rapidly expanding field of influence and persuasion. His thirty-five years of rigorous, evidence-based research along with a three-year program of study on what moves people to change behavior has resulted in this highly acclaimed book. You'll learn the six universal principles, how to use them to become a skilled persuader – and how to defend yourself against them. Perfect for people in all walks of life, the principles of "Influence" will move you toward profound personal change and act as a driving force for your success.

The book is divided into five main chapters: "Reciprocation", "Commitment and Consistency", "Social Proof", "Liking", "Authority" and "Scarcity". Together these compose Cialdini's "weapons of influence." Each chapter is filed with loads of examples illustrating the breadth of these "weapons" in society.

For example, in the chapter on scarcity, the reader will be given examples ranging from collectible dollar bills, naughty kids, personal firearms, rebellious juries, the Soviet Union, a $ 3.3 million dollar TV showing of the Poseidon's Adventure and more. At the end of each chapter, Cialdini teaches the reader to identify when each "weapon of influence" may be influencing our decision and how to react accordingly.

As I have said there are many great examples that make the point. How about a car salesman who sends out each month 13,000 cards every month to former customers with a card saying, "I like you". Do people fall for that? The short answer is "Yes"! He made more than $ 200,000 a year selling cars.

Or how about the story of how the Chinese got the American prisoners in the Korean War to betray their country by setting them essay questions setting off the power of commitment and cosistency ?.

My Verdict:

I have read many books on this theme and this, without doubt is the best and the basis of many others of the genre.

This book shows us how our minds are on auto-pilot for most of the time allowing us to be exploited by influence practitioners.

This book shows us how to use the techniques but also how to guard ourselves against others using it on us.

It can be hard going in places but generally reads well.

I give is 4.5 / 5 and highly recommend it.

Available on Amazon for £ 6.92

Source by Ian Robert Northcott

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