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.
Table of Contents
All chapters conclude with “Summary” and “Study Questions.”
1.Weapons of Influence.
Betting the Shortcut Odd.
2.Reciprocation: The Old Give and Take … and Take.
How the Rule Works.
3.Commitment and Consistency: Hobgoblins of the Mind.
Commitment Is the Key.
4.Social Proof: Truths Are Us.
The Principle of Social Proof.
Cause of Death: Uncertain(ty).
Monkey Me, Monkey Do.
5.Liking: The Friendly Thief.
Making Friends to Influence People.
Why Do I Like You? Let Me List the Reasons.
Conditioning and Association.
6.Authority: Directed Deference.
The Power of Authority Pressure.
The Allures and Dangers of Blind Obedience.
Connotation Not Content.
7.Scarcity: The Rule of the Few.
Less Is Best and Loss Is Worst.
8.Instant Influence: Primitive Consent for an Automatic Age.
Shortcuts Shall Be Sacred.