Influence: The Psychology of Persuasion (Collins Business Essentials) by Robert B. Cialdini
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Book Summary Author: Robert B. Cialdini Edition: Paperback Audio: English (Original Language); English (Unknown); English (Published) Published: 2007-01-01 ISBN: 006124189X Number of pages: 336 Publisher: Collins Business |
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Book Reviews of the Influence: The Psychology of Persuasion (Collins Business Essentials)
Customer Review: Persuasion has far-reaching implications for everyone.
Summary: 4 Stars
Persuasion is one of those rare, all-encompassing topics which have direct and immediate implications for everyone. This is an interesting and definitive account of this important topic.Taking for granted the `good deal' motivation, Cialdini condenses the many variants of persuasive influence into six major categories. These are reciprocation (give and take), commitment and consistency, social proof, liking, authority (and perceived authority), and scarcity.
A slightly ironic feature of the book (and to be honest I always find these all-encompassing topics ironic, it is kind of like voting on how to vote - what would it mean for example if a democratic election lead to socialist organisation?) is that the reader is persuaded by the use of logical well-developed argument, and insightful examples. Probably a case of the `good deal'.
A compelling contribution of the book is to note that each of the reasons for persuasion dealt with are in fact rational, time-saving `short-cuts' developed in response to increasing information overload. In a wide-range of instances these work well, and we therefore tend to use them automatically. But this leaves us susceptible to the con-artists of this world, whom Cialdini cutely terms `compliance professionals'.
Some may argue that by revealing the secrets of persuasion Cialdini is unleashing an evil force onto the world. I disagree, as well as identifying the venom, Cialdini provides the antidote.
A quibble is that a number of the studies (though clearly seminal) are dated, some of them from the 60's and 70's. It would be informative for the reader to know when and how the results achieved have been replicated. Also, Cialdini appears to concentrate excessively on a small number of examples in making his point, sometimes it would be nice to receive some `social proof'. Nonetheless, a well-crafted and absorbing book on a topic which has far-reaching implications no matter what one's aims.