The foundational and wildly popular go-to resource for influence and
persuasion--a renowned international bestseller, with over 5 million
copies sold--now revised adding: new research, new insights, new
examples, and online applications.
In the new edition of this highly acclaimed bestseller, Robert
Cialdini--New York Times bestselling author of Pre-Suasion and the
seminal expert in the fields of influence and persuasion--explains the
psychology of why people say yes and how to apply these insights
ethically in business and everyday settings. Using memorable stories and
relatable examples, Cialdini makes this crucially important subject
surprisingly easy. With Cialdini as a guide, you don't have to be a
scientist to learn how to use this science.
You'll learn Cialdini's Universal Principles of Influence, including new
research and new uses so you can become an even more skilled
persuader--and just as importantly, you'll learn how to defend yourself
against unethical influence attempts. You may think you know these
principles, but without understanding their intricacies, you may be
ceding their power to someone else.
Cialdini's Principles of Persuasion:
- Reciprocation
- Commitment and Consistency
- Social Proof
- Liking
- Authority
- Scarcity
- Unity, the newest principle for this edition
Understanding and applying the principles ethically is cost-free and
deceptively easy. Backed by Dr. Cialdini's 35 years of evidence-based,
peer-reviewed scientific research--including a three-year field study on
what leads people to change--Influence is a comprehensive guide to
using these principles to move others in your direction.
