Influence: The Psychology of Persuasion [Revised Edition]

by Robert B. Cialdini, Ph.D.

Influence: The Psychology of Persuasion is an examination of the psychology of compliance (i.e. uncovering which factors cause a person to say "yes" to another's request) and is written in a narrative style combined with scholarly research.

Cialdini combines evidence from experimental work with the techniques and strategies he gathered while working as a salesperson, fundraiser, advertiser, and other positions, inside organizations that commonly use compliance tactics to get us to say "yes".

Widely used in graduate and undergraduate psychology and management classes, as well as sold to people operating successfully in the business world, the eagerly awaited revision of Influence reminds the reader of the power of persuasion.

Cialdini organizes compliance techniques into six categories based on psychological principles that direct human behavior, which are:

• Reciprocation
• Consistency
• Social Proof
• Liking
• Authority
• Scarcity