Harnessing the Science of Persuasion (HBR OnPoint Enhanced Edition)
by Robert B. Cialdini
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Book Summary Information
Author: Robert B. CialdiniEdition: Digital
Format: Download: PDF
Published: 2001-10-01
ISBN: N/A
Number of pages: 11
Publisher: Harvard Business Review
Book Reviews of Harnessing the Science of Persuasion (HBR OnPoint Enhanced Edition)
Book Review: Introduction into the six principles of persuasion
Summary: 4 Stars
Robert B. Cialdini is Professor of Psychology at Arizona State University. He is the author of 'Influence: Science and Practice' (2001). This article was published in the October 2001-issue of Harvard Business Review.
The author believes that five decades of research by behavioral scientists shows that persuasion is governed by six fundamental principles that can be taught, learned, and applied. Each principle is named, linked to an application and discussed: (1) The principle of Liking: People like those who like them, whereby two compelling factors reliably increase liking: similarity and praise. (2) The principle of Reciprocity: People repay in kind, whereby the application is "give what you want to receive." (3) The principle of Social Proof: People follow the lead of similar others. "Stated simply, influence is often best exerted horizontally rather than vertically." (4) The principle of Consistency: People align with their commitments. The author's research "has demonstrated that most people, one they take a stand or go on record in favor of a position, prefer to stick to it." (5) The principle of Authority: People defer to experts. "The task for managers who want to establish their claims to expertise is somewhat more difficult. ... A little sublety is called for." (6) The principle of Scarcity: People want more of what they can have less of. "Study after study shows that items and opportunities are seen to be more valuable as they become less available. That's a tremendously useful piece of information for managers." These 6 principles of persuasion are not new and have been known within the psychology field for around 10-20 years. However, in the form provided by Cialdini they are easy to grasp and understand The author emphasizes 2 issues with respect to the principles: First, the principles and applications "should be applied in combination to compound their impact." Second, "the rules of ethics apply to the science of social influence" just as they do to any other field. "Dishonest or high-pressure tactics work only in the short run, if at all."
Yes, I do like this article. It simplifies the science of persuasion in 6 understandable principles and applications. I possibly have to read one of the author's books since I do not think that he comes up with a practical framework, guide or checklist for implementation. Interesting article for people interested in negotiation, persuasion and selling.
Summary of Harnessing the Science of Persuasion (HBR OnPoint Enhanced Edition)
If leadership, at its most basic, consists of getting things done through others, then persuasion is one of the leader's essential tools. Over the past several decades, experimental psychologists have learned which methods reliably lead people to concede, comply, or change. Their research shows that persuasion is governed by several principles that can be taught and applied. The first principle is that people are more likely to follow someone who is similar to them than someone who is not. Second, people are more willing to cooperate with those who are not only like them but who like them, as well. Third, experiments confirm the intuitive truth that people tend to treat you the way you treat them. Fourth, individuals are more likely to keep promises they make voluntarily and explicitly. Fifth, studies show that people really do defer to experts. Finally, people want more of a commodity when it's scarce; it follows, then, that exclusive information is more persuasive than widely available data.This is an enhanced edition of the HBR reprint R0109D, originally published in September 2001. HBR OnPoint articles save you time by enhancing an original Harvard Business Review article with an overview that draws out the main points and an annotated bibliography that points you to related resources. This enables you to scan, absorb, and share the management insights with others. If leadership, at its most basic, consists of getting things done through others, then persuasion is one of the leader's essential tools. Over the past several decades, experimental psychologists have learned which methods reliably lead people to concede, comply, or change. Their research shows that persuasion is governed by several principles that can be taught and applied. The first principle is that people are more likely to follow someone who is similar to them than someone who is not. Second, people are more willing to cooperate with those who are not only like them but who like them, as well. Third, experiments confirm the intuitive truth that people tend to treat you the way you treat them. Fourth, individuals are more likely to keep promises they make voluntarily and explicitly. Fifth, studies show that people really do defer to experts. Finally, people want more of a commodity when it's scarce; it follows, then, that exclusive information is more persuasive than widely available data.
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