Influence: Science and Practice 5th Edition, Robert Cialdini

Influence: Science and Practice 5th Edition by Robert B. 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.

Author organizes compliance techniques into six categories based on psychological principles that direct human behavior: reciprocation, consistency, social proof, liking, authority, and scarcity. This text is an examination of the psychology of compliance (i.e. uncovering which factors cause a person to say “yes” to another's request).

Praised for its enjoyable writing, practical suggestions, and scientifically documented content, prior editions have been widely read by business professionals, fundraisers, and those interested in psychology. The new edition includes twice as many accounts of how the book’s principles apply to business and personal lives; updated coverage of popular culture and new technology; and more on how compliance principles work in many cultures.

There is updated coverage of social influence effects in popular culture, such as the contagion of obesity among the young and the contagion of violence in such tragedies as the Virginia Tech and Northern Illinois mass killings. Also added is coverage of social influence effects in new technologies, such as persuasion resulting from online banner ads and the subliminal presentation of odors.

There is increased coverage of how compliance principles work in other cultures. New insights are derived from the research findings, sayings, and customs of Latin America, the Far East, and Central Europe. More neuroscience evidences of how the influence process works are integrated throughout. For instance, brain imaging research is presented showing how the “Expensive = good” heuristic operates to lead people to experience more costly items as better than (identical) less costly ones.

New evidence is presented to help readers identify their special vulnerabilities to various techniques of persuasion. The reports describe how they’ve seen a principle work on or for them. These Reports have become the most popular feature of the book.

Book Details

Paperback: 272 pages
Publisher: Pearson; 5th edition (August 8, 2008)
Language: English
ISBN-10: 0205609996
ISBN-13: 978-0205609994

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Posted in: Leadership, Marketing