Influence: The Psychology of Persuasion


Influence: The Psychology of Persuasion (Collins Business Essentials)
presents an in-depth look into the many persuasive tools available to us in our everyday human interactions. In this book Dr. Cialdini puts his decades of experience in the fields of psychology and marketing to teach you how to be an effective and persuasive communicator.

I picked up Influence: The Psychology of Persuasion (Collins Business Essentials) as part of a package of some twenty or so books regarding influence and storytelling for my trial library. When I ordered it I was not sure what to expect or if it would be worth my time, but once I sat down to read it I quickly realized that this book was a gold mine. Throughout the book Dr. Cialdini guides you through the intricacies of human behaviour, and in the process discusses what causes us to make the decisions that we make. Every chapter of the book is divided into key elements of our decision-making process, and in each one of those chapters Dr. Cialdini explains, through research studies, why those elements play a significant part in our lives.

In Influence: The Psychology of Persuasion (Collins Business Essentials) Dr. Cialdini explores six tools that can be used to persuade others:

  1. Reciprocity: The feeling of indebtedness we have when others have extended a favour to us.
  2. Commitment and Consistency: The unwillingness of people to change their minds once they have committed to an idea publicly,
  3. Social Proof: People will do things that they see other people doing.
  4. Authority: People will do things when commanded by authority figures.
  5. Liking: People’s willingness to be persuaded by people that they like.
  6. Scarcity: People tend to value information more when they perceive it to be scarce.

By learning how to apply these principles we can gain an advantage when trying to persuade, whether it be those we deal with on a daily basis, or a jury panel ready to decide someone’s fate, and Dr. Cialdini does an excellent job of explaining how these principles work in this book. Overall this is a great book, it is simple, to the point, and not incredibly boring like some of the more “scientific” publications out there.  If you’re looking to learn the basics of persuasion I give this book a 8/10.

Leave a Reply

Your email address will not be published. Required fields are marked *