INFLUENCE: The Psychology of Persuasion by Robert B Cialdini

 Influence: The Psychology of Persuasion

Influence: The Psychology of Persuasion by Robert Cialdini is a book that has had a significant impact on the fields of psychology, marketing, and sales. It's a book that explores the six key principles of influence that are used by successful persuaders to influence people's decisions and behaviors.

The First principle of influence is Reciprocity. This principle states that people are more likely to comply with a request if they have received something in return. For example, If a salesperson gives you a free sample, you are more likely to buy the product because you feel obligated to reciprocate the favor.

The Second principle is Commitment and Consistency. This principle states that people aremore likely to comply with a request if they have already made a commitment toit. For example, If you sign a petition, you are more likely to donate money to the cause because you have already committed to supporting it.

The Third principle is Social Proof. This principle states that people are more likely to comply with a request if they see that others are doing it too. For example, If you see a long line outside a restaurant, you are more likely to join the line because you assume that the restaurant must be good.

The Fourth principle is Liking. This principle states that people are more likely to comply with a request if they like the person making the request. For example, If you like the salesperson, you are more likely to buy the product because you want to please them.

The Fifth principle is Authority. This principle states that people are more likely to comply with a request if it comes from a legitimate authority figure. For example, If a doctor tells you to quit smoking, you are more likely to quit because you trust their authority.

The Sixth principle is Scarcity. This principle states that people are more likely to comply with a request if they feel that what is being offered is rare or in limited supply. For example, If a store advertises a sale as "limited time only", you are more likely to buy the product because you fear missing out on the deal. Also called FOMO (Fear Of Missing Out).

By understanding these principles, you can become a more effective persuader yourself or protect yourself from being unduly influenced by others. The book provides many real-world examples of how these principles are used by successful persuaders and it also provides tips on how you can use these principles to your advantage.

One of the most interesting aspects of the book is the way it explores the psychology behind persuasion. Cialdini explains why these principles work and how they tap into our deep-seated desires and fears. For example, the principle of scarcity taps into our fear of missing out on a good deal or opportunity.

Overall, Influence: The Psychology of Persuasion is an excellent book that provides valuable insights into the workings of persuasion and influence. It's written in a way that is accessible to everyone, regardless of their background in psychology or marketing. Whether you're a salesperson, marketer, politician, or just someone who wants to understand how persuasion works, this book is a must-read. It will help you become a more effective persuader, or protect yourself from being unduly influenced by others.

 

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