Dr. Robert Cialdini Books and Media
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Influence: The Psychology of Persuasion
Some people just won't take no for an answer. In Influence, Dr. Robert Cialdini explains the six psychological principles that drive our powerful impulse to comply to the pressures of others and shows how we can defend ourselves against manipulation (or put the principles to work in our own interest). Influence guarantees two things: Readers will never say yes again when they really mean no, and they'll be more persuasive than ever before.
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Influence: Science and Practice (4th Edition)
Influence: Science and Practice is an examination of the psychology of compliance (i.e. uncovering which factors cause a person to say “yes” to another's request).
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 in other positions inside organizations that commonly use compliance tactics to get us to say “yes.” Widely used in 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: reciprocation, consistency, social proof, liking, authority, and scarcity. -
Yes!: 50 Scientifically Proven Ways to Be Persuasive
Goldstein, Martin and Cialdini meld social psychology, pop culture and field research to demonstrate how the subtle addition, subtraction or substitution of a word, phrase, symbol or gesture can significantly influence consumer behavior. Interspersing references to Britney Spears, the Smurfs and Sex and the City with more academic concepts such as loss aversion and the scarcity principle, the authors illustrate the simple and surprising approaches that can hone a company's marketing strategies. Witty chapters detail the allure of the yellow Post-it, the tip-garnering capabilities of an after-dinner mint, how highlighting a product's weaknesses can increase its appeal, the powerful role of third-party testimonials, how doctors can convince patients to adopt healthier choices by prominently displaying academic credentials in their offices, and how mirroring another person's gestures can elicit a more generous response by strengthening a perceived bond. While written primarily for a marketing audience, this amusing book has equal value and appeal for executives, salespeople—even parents trying to persuade their kids to do homework.
