Review: Dr. Robert Cialdini's Influence: The Psychology Of Persuasion

By Justin Hitt, Strategic Relations Consultant,

Studies of human nature reveal that certain aspects of how people interact are completely predictable. If you have ever wondered why some people mindlessly go through life, you can, and even learn how to use this behavior to influence your business relationships. Influence provides the tools to do just that.

Robert Cialdini PhD provides a complete reference on how to influence human nature by reciprocation, commitment and consistency, social proof, liking, authority, and scarcity. Cialdini shares each weapon of influence with specific examples that can improve your marketing. It explains why people do something's seemingly without thinking about it.

Cialdini shows how each other these areas shape what people believe from the task of a cookie or the rightness of a moral decision. The same principles that makes child demand a forbidden toy can be used in your business to inspire employees to reach for higher goals. Learn the psychology behind people of influence.

Influence has the potential to be misused by shysters and swindlers, but in the hands of a real professional can help you get the most of those around you. You will learn how certain mental triggers activate natural responses in people around you that will make them perceive things differently, take action to do your will, or think the way they do.

Each chapter provides both relevant research and historical prospective, Cialdini provides insights into the automated systems humans have used for thousands of years to survive. This edition provided readers reports that shared a unique view useful to understanding the contents. An excellent study complete with a bibliography and notes pertaining to each fact presented in the book.

In case you are worried about someone using the power of this book against you, Influence shows you how to avoid being unduly influenced and how to say 'no' when someone is trying to take advantage of you. If you are in sales, marketing, or own your own company, it is highly recommended you read this book.

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