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Influence: The Psychology of Persuasion

Robert B. Cialdini

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Founder connections

  • Charlie MungerRecommendation
    In The Psychology of Human Misjudgment, Munger says Influence helped him understand thinking errors. He sent copies to his children and gave Cialdini a Class A Berkshire share in thanks.
    Source
  • Tobi LütkeRead
    The other early business book he names. His edition is unknown; this entry retains the registry’s 2007 six-principle scope.
    Source

Summary

Robert Cialdini explains why people agree to requests and how persuasion works. This edition presents six principles: reciprocity, commitment and consistency, social proof, liking, authority and scarcity. It combines research and examples to examine how those principles influence behavior and how readers can recognize attempts to persuade them.

  • SourceInfluence — licensed HarperCollins description on Google Books · 2007 revised edition publisher description; exact ISBN 9780061241895
  • SourceInfluence — CW MARS library catalog · From the Book: revised Collins business essentials edition contents

Why read it Our view

Read it to examine how requests, offers and social cues affect decisions. Use the six principles to review your own sales and negotiation habits, and to notice when another person’s approach may be shaping your judgment.

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