Influence: The Psychology of Persuasion (Collins Business Essentials)
by Robert B. Cialdini
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Book Summary Information
Author: Robert B. CialdiniEdition: Paperback
Published: 2007-01-01
ISBN: 006124189X
Number of pages: 336
Publisher: Collins Business
Book Reviews of Influence: The Psychology of Persuasion (Collins Business Essentials)
Book Review: A Classic Worth Reading Today
Summary: 5 Stars
One of the great myths about modern society is that we can divide it into two non-overlapping parts---the private and the public. The private sphere is the purported locus of all affective, emotional commitments, while the public sphere is a realm of impersonal, purely instrumental, social interaction. In the private sphere, the story goes, we live, love, grieve, and sacrifice, while in the public sphere of markets and politics, we act to gather the material prerequisites to a fulfilled private life.
This myth was buoyed up in the mid-twentieth century by the vision of vast tracts of middle-class housing where neighbors were strangers ("and they were all made out of ticky-tacky and they all looked the same"), by the cult of public conformity ("the organization man"), and by such urban myths as women being raped and beaten in public while spectators did nothing.
We now know that this bizarre viewpoint is miles from the truth, and that public life is imbued with a rich nexus of emotion-laden, poignantly human, social relations. Even strangers meeting for the first time engage in characteristically human emotional interactions, and the quality of social life depends critically on the tacit culture of conformity to particular norms of social interaction among people in public capacities.
Chaldini's book is a classic contribution towards analyzing these tacit social relations among strangers. His take on the issue is that we are all vulnerable to being manipulated by our mental weaknesses, and we should learn to be on guard against this manipulation. This is a very good point, but it hides the deeper point that manipulation is just the pathological side of basically healthy approaches to interaction with others in society. Humans are intensely reciprocal, and will sacrifice to repay good with good, and bad with bad, at personal cost, even when dealing with strangers they will never see again (we call this "strong reciprocity"). We have a strong tendency to social conformity, thus respecting others by our willingness to follow their lead. We want to be liked, and we are more willing to sacrifice on behalf of people we like, even if they are strangers. These and other behaviors are what make us human. Cialdini's point is that these predisposition can be used against us, and we must be careful to protect ourselves from this.
The various elements of the psychology of persuasion are so well-known today, partly due to Cialdini's influence (the first edition was 1984), that I'm not sure I learned anything new from reading this book. But, he is a fine writer and tells a good story, making the reading worth its while.
Summary of Influence: The Psychology of Persuasion (Collins Business Essentials)
Arguably the best book ever on what is increasingly becoming the science of persuasion. Whether you're a mere consumer or someone weaving the web of persuasion to urge others to buy or vote for your product, this is an essential book for understanding the psychological foundations of marketing. Recommended.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.
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