Influence, the classic book on persuasion, explains the psychology of why people say "yes"—and how to apply these understandings. Dr. Robert Cialdini is the seminal expert in the rapidly expanding field of influence and persuasion. His thirty-five years of rigorous, evidence-based research along with a three-year program of study on what moves people to change behavior has resulted in this highly acclaimed book.
You'll learn the six universal principles, how to use them to become a skilled persuader—and how to defend yourself against them. Perfect for people in all walks of life, the principles of Influence will move you toward profound personal change and act as a driving force for your success.
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Mortensen ("Maximum Influence") draws on Howard Gardners research on multiple forms of intelligence and Daniel Golemans "Emotional Intelligence" to introduce his concept of PQthe specialized intelligence required for the art of persuasion. While the book is primarily geared toward marketing and sales professionals, the author argues that the inability to command influence is a universal personal and professional dilemma; he makes a compelling case that teachers, social workers, parents and spouses can benefit enormously from the respect power that accompanies finely tuned people skills. Mortensen invokes great communicators from Confucius and Thoreau to corporate CEOs to present PQs key components (the five Cs of trust: character, competence, confidence, credibility and congruence) and rewards (more sales and fruitful negotiations, higher incomes, happier relationships). Sections on mirroring and other nonverbal persuasion techniques are especially fascinating, and the authors emphasis on developing self-knowledge as a crucial ingredient will inspire readers to determine their purpose and passion. Mortensons insights are enriched by anecdotes, humorous illustrations, a persuasion IQ test and an accessible step-by-step structure. Simultaneously useful and entertaining, this book is a thought-provoking examination into developing a vital talent. "" .
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An Amazing Book
Robert B. Cialdini work on this book is amazing I highly recommend you read it !!!
I'm glad I read this book
This book outlines a fascinating area of social psychology, revealing how individuals are easily persuaded to do things that, in many cases, they don't really want to do - and wouldn't do if they thought more carefully what is happening in particular situations.
Cialdini shows how some of the decision-making processes that make sense for us every day can work against us in some cases.
Some of Cialdini's topics align well with common sense but others are less intuitive. For example bans such as censorship or induced scarcity make a forbidden object (or behaviour) or a in demand seem more valuable, even if they are not 'better' or needed in any objective way.
The author's exposition is related partly to the research discussed by Daniel Kahneman in his book 'Thinking Fast and Slow', particularly the way many decisions are made quickly, without reflection (what Kahneman calls 'System 1').
I recommend this book to anyone who has wondered why they bought something they did not really need (or in some cases, even want). Cialdini helps make sense of peculiar types of behaviour that occur all the time.