The widely adopted, now classic book on influence and persuasion—a major national and international bestseller with more than four million copies sold!
In this highly acclaimed New York Times bestseller, Dr. Robert B. Cialdini—the seminal expert in the field of influence and persuasion—explains the psychology of why people say yes and how to apply these principles ethically in business and everyday situations.
You’ll learn the six universal principles of influence and how to use them to become a skilled persuader—and, just as importantly, how to defend yourself against dishonest influence attempts:
Reciprocation: The internal pull to repay what another person has provided us.Commitment and Consistency: Once we make a choice or take a stand, we work to behave consistently with that commitment in order to justify our decisions.Social Proof: When we are unsure, we look to similar others to provide us with the correct actions to take. And the more, people undertaking that action, the more we consider that action correct.Liking: The propensity to agree with people we like and, just as important, the propensity for others to agree with us, if we like them.Authority: We are more likely to say “yes” to others who are authorities, who carry greater knowledge, experience or expertise.Scarcity: We want more of what is less available or dwindling in availability.
Understanding and applying the six principles ethically is cost-free and deceptively easy. Backed by Dr. Cialdini’s 35 years of evidence-based, peer-reviewed scientific research—as well as by a three-year field study on what moves people to change behavior—Influence is a comprehensive guide to using these principles effectively to amplify your ability to change the behavior of others.
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. "" .
Customer ReviewsSee All
Extremely insightful book!
Really enjoyed reading this book. Talks about the automatic responses and behaviors we tend to engage in as well as solutions to these automatic responses.
I've used the because tactic when asking favors and so far it's success rate is 100% I've asked for 8 favors adding the because at the end and a reason obviously.
Good quick fun and energetic read.
Very informative and fluent
Very nice points. In every chapter, I analyzed my past experiences and I got amazed how much the mentioned techniques/tricks are used everywhere we go.
Very good writing style, one of the best books to read!
I first obtained his book when I was in college and have continually gone back to it as a source of understanding the forces that motivate people to make decisions. I highly recommend this book. It will prove itself to be a valuable resource to anyone looking to understand the psychology of humanity.