Influence: Science and Practice

A martial arts student learns to control the opponent by applying the laws of physics and using opponent's physical momentum. A compliance student (e.g., sales practitioner, executive, entrepreneur) reading this book learns to control the opponent by applying the laws of influence and using the opponent's mental momentum.Cialdini's Influence contributes to the art of compliance in three important ways:1. It formulates the basic laws of influence (similar to Newton's physics laws)--the six principles, including reciprocation, commitment and consistency, social proof, liking, authority, and scarcity--and shows how to use these laws to craft both simple and complex triggers of influence in practical situations;2. It shows how to identify other compliance professionals using modern triggers of influence and how to create antidotes against them. Example: this book is written by a university professor specializing in compliance (authority) and it sold over 1,000,000 copies (social proof); and3. It helps the educational and material retention processes by concluding each chapter with a summary, study questions, and a critical thinking section.The result is an outstanding practical guide for building continuously improving compliance systems and personal defense methodologies against them in an increasingly hectic and challenging environment of cognitive overload. The reader learns the complete art and science of professional compliance.Yuval Lirov, Practicing Profitability - Billing Network Effect for Revenue Cycle Control in Healthcare Clinics and Chiropractic Offices: Collections, Audit Risk, SOAP Notes, Scheduling, Care Plans, and Coding

Influence: Science and Practice, by Robert B. Cialdini, Ph.D. has sold over a quarter million copies and has been published in nine different languages. Perhaps not surprising for a psychology book, but this is neither a dry college text nor a "pop" how-to book.Cialdini is a retired professor of psychology at Arizona State University. He has studied why we buy things, often without much thought, and has broken down our "short-cut" (read knee-jerk) actions into six categories: Reciprocation, Consistency, Social Proof, Liking, Authority and Scarcity.Reciprocation is the experience we have when a member of a religious sect hands us a flower in an airport and then asks for a donation. We don't really want to, but we feel a social obligation to reciprocate. Same thing happens whenever we get an unsolicited gift.Consistency is about behaving in a way that is congruent with the expectations of others. What those around us think is true of us is enormously important in determining what we ourselves think is true.Social Proof is the influence that peer groups have on us. Cialdini quotes Cavett Roberts's advice to sales trainees, "Since 95 percent of people are imitators and only five percent initiators, people are persuaded more by the actions of others than by any proof we can offer."Liking is demonstrated by several traits and behaviors, but the bottom line is this: people have to buy into you personally before they buy your product. People do business with people they like.Authority is the demonstrated influence of anyone who sets himself up as knowing more than we do or having greater experience. This can be an Army general or a crafty restaurant waiter or any other self-proclaimed authority figure.Scarcity is demonstrated by the greater desirability of the product when it is harder to get or more exclusive.As Cialdini says, "The joy is not in experiencing a scarce commodity but in possessing it. It is important that we do not confuse the two." Hence the scarcity tactics used by many sales people.Cialdini devotes a lot of space to explaining both how we can use these principles to influence others, and how, jujitsu style, we can defend ourselves against all this.I hope this influences you to read this amazing book.

When I got the email from Amazon asking if I'd review this book, it said, "Start by rating it". I only had to click on one of the stars. Part of my task was already complete, and then it was just a case of filling in some words.That's just one of the techniques Robert Cialdini has singled out in this incredible, groundbreaking book.While the premise of the book is to help the reader create a defensive structure against being duped by unscrupulous (or even well-meaning) salespeople of all kinds, it is equally pure gold dust for marketers.I cannot recommend it highly enough.Although it's an academic title, on one level, packed with case studies from the author's research that span decades, it also happens to by very well written, so it's a book you'll enjoy devouring page by page.

This is a wonderful summary of six key social psychology principles that go far to explaining how we as consumers and voters are manipulated by "compliance professionals." The discussion of each principle is interesting and well written, with enough humor to keep it very readable. I especially appreciate the author's advice as to how to easily counter attempts at being manipulated.My only complaint about the book is that many of the examples and studies cited have obviously not been updated since the 1980's. This is a very minor problem and in no way detracts from the importance of the work. Get it, read it, and join the author in his prinicipled fight against the unscrupulous use of these principles!

defective book was promptly eplaced

Seminal book, it has influenced most other books in fact.If you are to read just one book on the subject, this one should be it.It figures in the 'must read' bibliography of every other book on influence.

Book came right away. Some of the information was pretty good

my bosses friend recommended it. so had to buy it. i think both the boss and his friend seem to think too much of this book. it is just common sense. you might like it. i found it just a book, nothing new.

This is an easy read and shows the power for language and style to get your message over. If nothing else, it ill change how you view standard sales tactics and especially car salesmen!Well worth a read.