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"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"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....

Title : Influence: The Art of Persuasion
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ISBN : 9781846686146
Format Type : Paperback
Number of Pages : 561 Pages
Status : Available For Download
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Influence: The Art of Persuasion Reviews

  • Sundeep
    2019-02-06 09:21

    Summary: This book can’t be summarized. It can only be very, very strongly recommended.Recommended? YES. Buy it now if you haven’t read it.Table of contents:1 Weapons of Influence2 Reciprocation: The Old Give and Take…and Take3 Commitment and Consistency: Hobgoblins of the Mind4 Social Proof: Truths Are Us5 Liking: The Friendly Thief6 Authority: Directed Deference7 Scarcity: The Rule of the FewNotes:Below are my key takeaways and some interesting points, but I’m telling you. Buy it. Read it. Trust me. * Expensive implies quality. Example: gems in a jewel case that weren’t selling were marked up and then sold at a “discount” to the markup (a price higher than the original price), and they sold like hotcakes. * Power of contrast. Example: If you go into a men’s store they’ll try and sell you an expensive suit before the sell you the expensive sweater, because the contrast makes the sweater appear more affordable. * Reciprocity. Example: If someone buys you something (say, a Coke), you’re more likely to by something from them (say, raffle tickets). * Concession. Example: If someone tries to sell you something and you pass (say $5 of $1 raffle tickets), they’ll try and sell you something less that you’ll end up buying because you feel bad (1 $1 raffle ticket). Another term used here is “reject then retreat.” * Commitment leads to consistency leads to collaboration. Example: During the Korean war, the Chinese got American soldiers to make public commitments of various things. Then they made those commitments even more public, which the American soldiers had to stand by to be consistent. That consistency then led them down a path of minor forms of collaboration – without them really thinking about it as such. * Writing something down, even privately, strengthens your commitment to something. * People like and believe in commitment because their image and reputation is on the line (ie the Chinese concentration camp example above). * People like more what they struggle to get, even if it’s not that good. Example: frats (hey, it’s in the book, don’t hate the messenger). * People like to feel they have control over a decision – even if they really don’t. * The power of social proof, or the idea that if others do it it’s good. Example: introverted pre-schoolers who saw introverted kids become social in a movie were more inclined to go play. Another example: cults. People follow the crowd because they believe in the “wisdom” of the crowd. * Convince and you shall be convinced. Example: cults, where people who convince or convert others become more convinced (that’s why so many are evangelical). * Assign responsibility if you want things done. Example: a stabbing that took place over many minutes had 38 witnesses…it happened cause everyone figured someone else would call the police. * The power of copycats that’ll play on social proof. Example: if you find a wallet of someone like you and you’re more likely to return it (it’s true). Another (scary) example: more suicides when the press publicizes a suicide…more fatal “accidents” too. * Liking is an important part of influence. Attractiveness, similarity (identity and context), compliments, contact & cooperation all can make someone more influential. * The reason good cop/bad cop works is because the subject feels someone is on their side. * Associations are powerful. Bearers of good news get treated well, and bad news get treated poorly. Examples: weathermen (or Roman messengers reporting lost battles!) * People tend to defer to authority/experts. Examples: experiments involving shock therapy where people listened to a guy in a lab coat to inflict pain on another human being (incredible how strong this is). * The power of connotations and context over content, and how it can imply authority. Titles and clothing do this. * Gaining trust. Example: a waiter who advises against a more expensive item early in the meal will gain the trust of everyone at the table, and then he can suggest more expensive items and more items through the course of the meal. * Scarcity is powerful. There’s a psychological reaction…people don’t want to lose their freedom, and don’t want to lose. This plays to a second point: competition. Invite 3 used car buyers at the same time and you’ll sell the car faster. A cookie is more attractive if there are two of them than if there are 10 of them. (Always as yourself when something is scarce: will the cookie taste as good if there are 10 of them?). Plus, if you saw that the number went from 10 to 2, you want it even more. It can even lead to revolt…when something is given and then taken away, people get mad; if something is never given at all, they don’t know what they’re missing. * “It appears that commitments are most effective in changing a person’s self-image and future behavior when they are active, public, and effortful.” * “The most influential leaders are those who know how to arrange group conditions to allow the principle of social proof to work maximally in their favor.” * “Social proof is most powerful for those who feel unfamiliar or unsure in a specific situation and who, consequently, must look outside of themselves for evidence of how to best behave there.”

  • Pouting Always
    2019-02-19 07:07

    Another one of those business books where it's a good read if you haven't read any others from the same genre but with the same basically formula where they keep repeating information that can be condensed down into a few pages and which every other business book will tell you but of course they'll rephrase it. If you haven't ever thought much about the influence of the way you talk to people and vice versa I'm sure this can be very eye opening. If you're pretty self aware or have contemplated how difference in you behavior can affect that of others then you're going to just find most of the things in these books to be obvious.

  • Gina
    2019-02-04 08:08

    I don't understand why so many people rated this book so highly.--It panders to the audience by using overly simple language and repeating the same idea 5 times to make sure that the reader really understood. Example (from memory): "People are heavily influenced by society. Society shapes our choices. Our choices are influenced by the people around us. There are countless examples of one's choices being swayed by his or her peers." Thanks, I got it the first time.--The first and second "weapons of influence" were interesting and thought-provoking. Reciprocity and consistency. The third to sixth weapons were just plain obvious. Social proof, i.e. a group's preference influences your own? No shit. Liking, i.e. someone similar to be more persuasive to you? OK, obvious. Authority, i.e. power leads to persuasive ability? [sarcastic] Wow! Scarcity, i.e. perceiving scarcity leads to increased desire of a resource? Mildly surprising.--The author must have read about the device of repetition just before writing this book and used the book for practice. The amount of times that he used "click, whirr" to illustrate the metaphor or playing a tape in our heads to produce automatic action made me want to scream! (Also, cassette tapes were out of style by the time I was in high school...)--His choice phrase for people who consciously used these "weapons of influence" were ... wait for it ... "COMPLIANCE PRACTITIONERS"!!! Just call them "influencers" or something less vomit-inducing, buddy.--The author "updated" the edition for the printing in 2007. He should have just done a reprint with a new foreword or something, because the result of the update is a total failure. 90% of the references are still from the mid-80's or before. A discussion about the future of communicating with computer has one puny line added to it about how everyone uses the Internet now. To be fair, some of the conclusions drawn and the research presented were very interesting. But the feel of the writing was so juvenile and repetitive that I can't recommend this book to anyone. I'm sure there are much better books on the topic.

  • Shishir
    2019-02-19 08:33

    Six "weapons of influence"1)Reciprocation - People tend to return a favor. Thus, the pervasiveness of free samples in marketing. In his conferences, he often uses the example of Ethiopia providing thousands of dollars in humanitarian aid to Mexico just after the 1985 earthquake, despite Ethiopia suffering from a crippling famine and civil war at the time. Ethopia had been reciprocating for the diplomatic support Mexico provided when Italy invaded Ethopia in 1937. 2)Commitment and Consistency - If people commit, verbally or in writing, to an idea or goal, they are more likely to honor that commitment. Even if the original incentive or motivation is removed after they have already agreed, they will continue to honor the agreement. For example, in car sales, suddenly raising the price at the last moment works because the buyer has already decided to buy. See cognitive dissonance. 3)Social Proof - People will do things that they see other people are doing. For example, in one experiment, one or more confederates would look up into the sky; bystanders would then look up into the sky to see what they were seeing. At one point this experiment aborted, as so many people were looking up that they stopped traffic. See conformity, and the Asch conformity experiments. 4)Authority - People will tend to obey authority figures, even if they are asked to perform objectionable acts. Cialdini cites incidents, such as the Milgram experiments in the early 1960s and the My Lai massacre. 5)Liking - People are easily persuaded by other people that they like. Cialdini cites the marketing of Tupperware in what might now be called viral marketing. People were more likely to buy if they liked the person selling it to them. Some of the many biases favoring more attractive people are discussed. See physical attractiveness stereotype. 6)Scarcity - Perceived scarcity will generate demand. For example, saying offers are available for a "limited time only" encourages sales.

  • Jerry
    2019-01-22 10:28

    I put this book under "dangerous knowledge." Cialdini, still a top consultant in this field, has a tiny disclaimer at the end of the book saying how he's aware that this knowledge could be misused, but doesn't go much further. I see this stuff abused all the time, to spin democracies to go to war, to sell us products and services we don't really need and much, much more. I've been wanting to start an ethics institute around this topic. Interested? Write me!

  • Mark Cheverton
    2019-02-14 06:18

    Required reading for all marketing professionals. The book details the most common approaches to influencing the decisions of others, backed up by the authors time spent infiltrating direct marketing companies and the like. Offers handy hints on how to spot when you're being manipulated and how to handle it.A very enjoyable read, should leave you much more aware of how you're being played next time you're in the market for a used car.

  • John Spillane
    2019-01-22 08:08

    Not a runaway train of rapturousness like 1776, Moneyball, or Outliers but like Anna Karenina it seems to encompass all of life and address all of life's important issues. I would recommend this to anyone and will definitely listen to it again.I tired one of his techniques on a colleague I had been chasing for week and it worked like a charm within an hour, so 1 for 1.

  • Wen
    2019-02-03 12:17

    Yesterday I had to kill a couple hours, and happened to have this tiny audiobook on my phone. it turned out to be an instructive read.The author offered six principles of influence, i.e. getting people to comply or say yes: reciprocation, scarcity, authority, consensus, commitment and liking. he identified three agents who apply these principles with various degree of success, a bungler, a smuggler, and a sleuth; this was an alternative approach to give application tips than, say, using to-do and not-to-do lists.The examples were mostly business cases, although according to the author the principles also apply to other facets of life. Here are some practical tips included: -One can sell more expensive item by showing the top-of-the-line first and then working down.-When someone thanks you for a sizable favor you did him, instead of saying "it was nothing", say "listen, you'd do the same for me" to remind the person to reciprocate in the future.-When selling something, highlight the benefits the person stands to lose by not choosing your product, as people are more motivated by the thought of losing something than that of gaining something.-A leader, instead of simply using a poll, should communicate to the team that each member's input will be a factor into the equation of a decision, although might not be the deciding factor.-A commitment will most likely produce lasting changes when it's active, public and voluntary.-The factors that lead to liking: similarity, praise and Cooperation.I would not disagree that those are little more than common sense, and one must have read iterations of them in other psychology self-help books. Also the six principles are no way exhaustive in the arts of influencing.And yet this was a nice little framework, and to me, there would have certainly been less fun ways to pass time than listening to this book.

  • Abubakar Mehdi
    2019-02-14 10:30

    A couple of months ago, I read somewhere that when it comes to the psychology of persuasion and influence, Cialdini is the “daddy” of this subject. I chuckled and moved on. But then, a few days ago I found myself in a bookstore holding this book and heading to the counter. I came back home, and devoured it chapter by chapter, awestruck and flabbergasted by the sheer brilliance of the psychology of persuasion. Cialdini is no novice, apart from being an academic scholar and researcher who conducted innumerable experiments over the course of his career; He spent three years, in field, researching for this book. He entered into programs offered by different business enterprises and marketing agencies to train sales staff and dealers in ‘the art of persuasion’. Cialdini explains the science at work behind the curtains of this ‘art show’ in this book. We live in a consumer society. Our markets survive and thrive on mass consumption of products that are neither necessities nor luxury, but still they find their way to our homes right through our pockets. Why and how it happens, how we are convinced and persuaded to do something we really don’t need or want to do? Why in certain situations we are unable to fight the temptation to buy something we have no use of? How exactly do we fall for these marketing gimmicks? This book has the answer.For our convenience, our brain has evolved some fixed-action patterns, patterns that we follow almost blindly without any recourse to reason or logic. Why we do this? Because our brain has been programmed this way and because by doing this we don’t have to think too hard, it seems natural and effortless, almost as if it is the most obvious and right thing to do. This ‘shortcut’ of ours is exploited, almost everyday by people who are trying to sell us something. Cialdini repeatedly uses the term ‘click, whirr’, which explains our behavior patterns when we encounter a situation for which we have a ‘programmed reaction’. What the situation does is that it appeals to our conscious mind with a red-flag-signal. A file is ‘clicked open’ as a result, and ‘whirr’… out rolls the standard sequence of behaviors. (view spoiler)[For instance, if a thing is expensive it is good. If a thing is rare, it is precious. Likewise, we are more likely to spend a higher amount on alloy rims if we have spent a fair deal on the car. The more we spend on our suit, the more we are likely to spend on shoes and tie. This is due to the contrast principle, which is that on spending a high amount of money on an expensive thing we are likely to spend money on something less expensive than the initial product but which is still expensive enough if compared to its alternatives in the market. Click, whirr. The more we spend on the first thing, the more we are likely to spend on the second and the third. (hide spoiler)]The other important principles that marketing agents employ to get our assent are: Reciprocation, Commitment and Consistency, Friendliness, Authority and Scarcity.These are the shortcuts our brain is evolved to rely upon for making quick smart decisions, and it is by manipulating these very ‘click, whirr’ responses that we are compelled to say yes, even when we don’t want or need to.The synthesis of his entire research has been divided and assembled in 7 chapters. Each chapter explaining, through case studies, social experiments, research and psychological analysis of human behavior, different methods and tact with which we are convinced to do or not do a certain thing. This book has a lot in common with Daniel Kahnemans’ “Thinking, fast and slow” which is one of my favorite books of all time. I highly recommend these two books to anyone who is interested in behavioral psychology.

  • David
    2019-01-28 06:11

    Social Proof - People will do things that they see other people are doing. For example, in one experiment, one or more accomplices would look up into the sky; the more accomplices the more likely people would look up into the sky to see what they were seeing. At one point this experiment aborted, as so many people were looking up, that they stopped traffic.Scarcity - Perceived scarcity will generate demand. For example, saying offers are available for a "limited time only" encourages sales.Liking - People are easily persuaded by other people that they like. Cialdini cites the marketing of Tupperware–people were more likely to buy if they liked the person selling it to them. Some of the many biases favoring more attractive people are discussed.Reciprocity - People tend to return a favor. Thus, the pervasiveness of free samples in marketing.Commitment and Consistency - If people agree to make a commitment toward a goal or idea, they are more likely to honor that commitment. However, if the incentive or motivation is removed after they have already agreed, they will continue to honor the agreement. For example, in car sales, suddenly raising the price at the last moment works because the buyer has already decided to buy.Authority - People will tend to obey authority figures, even if they are asked to perform objectionable acts.

  • Rachel
    2019-02-19 12:30

    So, I've read a fair amount of the literature about group dynamics and social influence, and taught classes that discussed and used it. So I thought I'd know much of what was in this book already. While I was familiar with some of it, there were a number of tricks I hadn't noticed, and excellent descriptions of the ones I had, complete with explanations. Definitely worth reading!Influence describes the six categories of techniques that have the potential to influence us without our conscious awareness. One, for example, is the mark of authority -- people are more likely to follow directions and suggestions given by someone with a title (Dr., Judge) than otherwise. The same applies to suggestions given by people who dress as if they are in the successful upper-class, or who are acknowledged authorities in some field (it doesn't have to be the one under discussion). What makes the book interesting (besides the highly useful listing of techniques and defenses) is the additional research -- including the surveys showing that people *are* in fact completely unaware that they're doing it. When asked about an experiment, they will insist that the given technique won't work, but when actually involved in the experiment, will fall for it almost every time. Really interesting stuff.I read recently that if you trace the locations (by location-aware cell phones) of a small population in an American city over a 6-month period, on average, the movement collapses into standard predator patterns. ( ). This says something profound about the reasons we give for our behavior vs. the underlying causes. Cialdini sheds some light on these differences by pointing out some other areas where our thoughts don't match our actions, and explaining the unconscious shortcuts we use to help us function in our daily lives.Plus, it's got some great tricks to get out of being pressured into buying stuff or contributing to charities you don't like. :D

  • Hans
    2019-01-20 14:23

    'Know Thyself' is not just a catchy cliché, it was for centuries a central spiritual imperative. Reading books like this only remind one of why it is so important. Even with modern psychology the average person understands so very little about themselves, their drives, why they do what they do, why they like what they like, that they are easily manipulated and exploited. You could say that it is even better if the person fallaciously believes they do know themselves and are confident in that understanding, these are even more gullible than the naiveté. Robert Cialdini dissects all the different tactics that marketers have known for years on how to get people to do things they initially had no desire for. Through careful analysis and explanation he goes one by one over these techniques and how to counter them. The author's impetus for even conducting this study a sincere desire to understand himself better because of how many times he had been duped, sold, tricked, conned and convinced into purchasing/doing things against his true wishes. These Weapons of Influence are1- Reciprocation (feeling indebt to return a favor)2- Commitment and Consistency (People naturally don't like change, they want predictability)3- Social Proof (If everyone is doing it, that is proof enough)4- Liking (We are more susceptible to being influenced by those we like) 5- Authority (Many are more than happy to put blind faith in authority)6- Scarcity (Ahh the central tenet of Economics, also has a powerful emotional appeal)

  • Richard
    2019-02-20 12:10

    It's sometimes insightful but it seems to be written for a "young adult" reader and it seems to pander to the audience. I keep finding myself wishing it were better researched and better reasoned. I guess I shouldn't be surprised that such a popular book is so loaded with conventional wisdom and random assumptions presented as quasi-scientific. What made me about apoplectic is that his fifth edition continues his inaccurate presentation of the Catherine Genovese myth despite that it has been widely discredited.It's kind of disappointing. I'd recommend it to people as being worth reading but I strongly wish it were more academically rigorous. It's not nice to say but the guy comes across sometimes as kind of flaky and not that smart. Perhaps he's just as much of a chump when it comes to ideas as he says he is when it comes to complying with the requests of other people.By the last couple of chapters I couldn't stand it anymore. I basically quickly skimmed them. The chapters on Authority and Scarcity are all over the place. The fifth edition, with its extensive editing, shouldn't be this sloppy. I think it would have been better if he had simply rewritten it because aside from all of the forced conclusions and so forth, the mixture of outdated references and haphazardly injected contemporary material feels schizophrenic.It's hard not to dislike this guy just for his inane bio on the back cover as it is vomit-inducingly cutesy.

  • Daniel
    2019-02-12 13:23

    With the sophisticated mental apparatus we have used to build world eminence as a species, we have created an environment so complex, fast-paced, and information-laden that we must increasingly deal with it in the fashion of the animals we long ago transcended.Another fascinating book, this time provided by the "Influence Without Authority" class I took through Deere back in April.An overarching idea of the book is that people don't always use all the available information to make a decision - somtimes they use shortcuts. The book explores many of these shortcuts and those that exploit them in great detail. The shortcuts are as follows.1. Reciprocation - There are two types of reciprocation. Type 1 - Giving a "free sample" - This kind is used by Hare Krishnas in airports. They pin a flower on a passerby before asking for a donation. People feel more obligated to give a donation since they already received a flower, even if they throw the flower in the trash 3 steps later and are even angry about it.Type 2 - Making a big demand, then conceding, getting the target to reciprocate a concession. He used an example where a Boy Scout initially asked him to buy a box of cookies for $5 or something, then after declining, the Boy Scout said, "Well, we have these chocolate bars for only $1." The Boy Scout conceded the larger sale, and the customer felt obligated to "concede" by buying the cheaper option.Committment and Consistency - This was perhaps the most fascinating chapter. It's quite simple: people want to be consistent with their past actions. Once people admit or make a declaration, it may even "grow legs to stand on" in their mind as they justify their actions. Some of the fascinating examples:Retailers advertised certain toys like crazy for Christmas, but deliberately didn't supply enough. They got parents to promise their kids the toy, but then the parents couldn't buy it. Then the retailers would advertise it again in January, and there would be plenty available. This was a way to pump up sales during a normally dead time for stores, and cash in on parents' promises to their children.Signing petitions is extremely dangerous! There was a story about people who signed a petition about traffic safety. Then, 6 weeks later, they were asked to put an ugly "Buckle up" billboard in their front yard. The people who signed the petition were far more likely to allow the billboard. Another study was done where people were asked to sign a petition totally unrelated to traffic safety. Then 6 weeks later they were asked to put the same ugly "Buckle up" billboard. The results were the same - even though the petition was in no way about traffic safety! Why? Because by signing the petition, people "saw" themselves more as the type of person who would take action for public causes like traffic safety.The Chinese used simple tricks on prisoners. They'd get them to admit that America has problems, and then get them to write about America's problems. Putting it in writing has a powerful effect to make the writer believe it even more. They'd also get them to admit that Communism wasn't "all bad" for China, and get them to write about that. Pretty soon, they'd have essays on the subject which appeared damaging to the USA, and made the prisoners look brainwashed.Social Proof - Everyone is doing it, especially people just like you! If you go stand on a street corner, and stare up at a point in the sky, people might think you are nuts. If you and 3 of you friends go to a street corner and do the same thing, passers by will be far more likely to look up to see what "everyone" is looking at. We are far more likely to just "do what everyone else is doing" when there is uncertainty about what the best course of action is.In this chapter, he goes through the whole ordeal about the woman who was killed in New York, where there were 32 witnesses that never called the police. They were confused because it was happening in broad daylight, and because no one else was panicking. You can cut through this mob mentality by grabbing someone and giving the, specific instructions - "Call the police!"He also went through the story about the cult that moved to Jonestown, Guyana and "drank the kool aid" in a mass suicide. By moving to such a remote area, there were no other people like them anywhere. It gave their leader more influence over the group - the only people "like" them were themselves. When one woman "drank the kool aid", it was a snowball, because she was just like the others.He also went into detail about how suicide rates dramatically increase when a highly publisized suicide occurs in an area. He even went so far as to blame an increase in car accidents and plance crashes on them - and had the data to back it up! Fascinating. His contention is that this increase in car accidents and plane crashes aren't accidental, but are fake suicides.Liking - Tupperware parties are so successful because they are using your friends as their salespeople. These parties also use social proof and reciprocity (by giving prizes, guests feel obligated to buy more). They also use commitment by getting people to say publicly how they will use the products.But liking is a big category. He reviewed how attractive people get a "halo effect", where we believe them and like them better, and are therefore more likely to buy from them. Serving people lunch before asking for a contribution also works! We also like and follow people we perceive as similar to ourselves.Authority - Just the appearance of a business suit or a doctor's lab coat can make people believe them more. He told a story where nurses have been found to obey doctors (and ignore their own training) just because doctors have authority over them. He also told the infamous story where people would continue administering shock therapy to "subjects" because the professor told them to continue - despite people screaming in the other room. Beware of people in business suits!Scarcity - By making something scarce, people want it more, and even like it more. Taking it away makes people want it even more. There was an elaborate study where they gave one set of people 10 cookies, another set 2, and then a third set initially 10, and then took away 8 and left them with two. The people who thought the cookies tasted best were the 3rd set. The people with only 2 to begin with ranked #2, and the people with 10 rated the cookies the least tasty. The moral of the story is that we value things more when we have less, and we value things the most right after they were taken away from us.This is why "first come, first serve" works so well. It's also why having multiple people competing for the same thing works so well.Cialdini closes the book by saying that we humans have created an insanely complex world that is getting incomprehensible - we call it the "Information Age" not the "Knowledge Age". In this context, we are more likely than ever to use these shortcuts to help us make decisions quicker and easier. Using these shortcuts isn't always a bad thing, but we need to be more aware of when they can be exploited by others. There is more opportunity than ever for exploitation. I agree 100%.

  • imane
    2019-02-10 07:36

    ممتع ممتع ممتع لم استمتع بقراءة كتاب هكذا منذ مدة طويلة. لدى الانسان كما لدى الحيوان اليات استجابة تلقائية تجعله بدون تفكير يتصرف بطريقة معينة كرد فعل. وهذا يجعل المستغلين والملاعبين يستخدمون هذه الاليات لتحقيق الربح المادي او لتحقيق مصالحهم. وهذه الاليات هي-قانون التبادل. الانسان كائن اجتماعي يتبادل الخدمات والمساعدات مع الاخرين. لكن المشكل يكمن عندما تقدم له هدية او مساعدة هو ليس بحاجة لها لاشعاره انه مدين للاخر. وهذا يجعله يوافق على طلبات كان سيرفضها في حالته الطبيعية دون تاثير الدين-قانون التباين. كل شيء غال هو جيد/ جمال امراة عادية يبدو باهثا امام عارضات الازياء ومعايير الجمال الذي يتم ترويجه في الاعلام/ البائع يجب ان يعرض على المشتري السلعة الغالية اولا ثم السلع الرخيصة لانه في حالة العكس ستبدو السلعة الاعلى ثمنا جد جد جد غالية-قانون التنازل. رفضك للطلب الاول لاحدهم يجعلك بدون ارادتك تقبل طلبه الثاني الذي هو في حقيقة الامر الطلب المقصود -قانون الثبات. الانسان لكي يظهر امام الاخرين بمنظر السوي الذي يمكن الوثوق به يجب ان يبقى ثابتا على مبادئه وافكاره وقراراته لكي لا يظهر بمظهر المشتت المجنون المزاجي المتقلب. وهنا المتلاعب يستغل ذلك لصالحه حيث يرمي له كرة منخفضة ويجعله يتخد قرارا غير مناسبا وعندما يكتشف ذلك يكون قد فات الاوان للتراجع-البرهان الاجتماعي من الصعب التفكير في كل شيء لذا فان اغلب الاشخاص مقلدون وليس مبدعون. واتباع ما يقوم به الاخرون يعطي شعورا بالامان ان تسلك طريقا يسلكه الجميع يعني انه الطريق الصحيح. وهذا يستخدمه المستغل عندما يجعلك تظن ان هناك رواجا واقبالا على منتوج ما-قانون المحبة. مهما حاولنا الانكار جمال الشكل يؤثر على طريقة تصرفنا. فالجميل يبدو اكثر صدقا اكثر لطفا اكثر ذكاء اكثر جاذبية لذا بدون ارادتنا نحبه اكثر نتعاطف معه اكثر ونساعده اكثر... نحن لا نحب من يختلف معنا نحب من يشبهنا من يشاركنا اهتماماتنا واذواقنا وافكارنا الدينية والسياسية...مهما قلنا اننا لا نحب النفاق فنحن في واقع الامر نحب المديح والاطراء والشعور باننا محط اعجاب الاخرين واهتمامهم... نحن نحب ان نربط انفسنا بالفائزين دوما ولا نحب الخاسرين وهذا يسمى مبدا الترافق مثلا عندما يربح فريق كرة قدم وطنك فهذا يشعرك بالافتخار ويعزز شعور الانتماء لديك كانك انت من ربحت فالانسان يربط نفسه بوطنه وعائلته وقبيلته... / مثال اخر اعلان سيارة معها عارضة جميلة تلقى اهتماما اكبر من اعلان سيارة بدون عارضة... هذا يجعل المستغلين يستخدمون اشخاص شكلهم جميل لترويج سلعهم واشخاص يشبهون المستهلك المستهدف-قانون السلطة. نحن نخضع للسلطة منذ طفولتنا المدرسة ثم نكبر فنخضع لسلطة الطبيب والمحامي والاستاذ هذا يعطل ملكات التفكير ويجعلنا نخضع للاوامر. لذا في الاعلانات قد يستخدمون ممثلا يلعب دور طبيب لكي يثبت فائدة منتوج معين-قانون الندرة. كلما قل تواجد شيء زادت قيمته حتى لو كان طابع بريدي بدون فائدة وكلما زادت المنافسة على منتوج زاد الاقبال عليه وكلما وجدت مصاعب ومشاكل للحصول على شخص نحبه كبر في اعيننا وكلما تم حظر معلومة زادت الرغبة في الوصول اليها. كل هذا يستعمل كوسيلة لترويج السلع...

  • Петър Стойков
    2019-02-08 11:12

    Да си го кажем направо - някои хора не мислят много. Не защото ги боли глава, а просто защото са прости. Това което сложните (т.е. тия дето не са прости) хора рядко забелязват обаче е, че и те самите често не мислят много. Това е поради устройството на мозъка ни и начина, по който е организирана работата му - в много ситуации той предлага автоматични, бързи реакции и решения, вместо бавни, сложни и обмислени. Което е логично, като се замислиш - тия от пещерните ни предци, които много са се замисляли над това какъв ще да е тоя шум в храстите, вместо да бягат, са били изядени от саблезъби тигри отдавна.Склонността на хората да вземат инстинктивни решения, да правят оценки без замисляне, да избират автоматично в различни ситуации е отдавна известна на тия, които си изкарват хляба с това да убеждават. Политици, търговци и бизнесмени може да не са наясно с невробиологията и невропсихологията на човешкия мозък, но от хиляди години намират и използват техники, с които да се възползват от "автоматичния" му режим за да убедят притежателите му да направят каквото те желаят. Дали с хитро подбрани въпроси политикът ще те подтикне към определени емоции по даден въпрос, дали продавачът на коли ще ти праща картичка за Коледа всяка година за да ти стане симпатичен, дали най-евтиното кисело мляко в големите магазини ще е със съвсем безлична кофичка, за да не го купи никой, който може да си позволи по-скъпо...Влияние - психологията на убеждаването е страхотна книга за решенията които вземаме всеки ден и начина, по който (не) мислим. И как да почнем да мислим или поне да се опитаме (щото инстинктите не са в главата ни от хиляди години случайно).

  • Elius
    2019-02-15 13:16

    I have read a fair amount of literature about psychology, group dynamics and social influence - mostly from various little articles and blogs in the net, so although I knew many of the topics covered in the book, I am pleasantly surprised that I didn't know most of it. Now I do. This book pretty much covers all the popular studies done on the human psyche and far from being an academic paper, brings the Psychology of Persuasion to the masses in a well articulated, well referenced, book.I especially liked how the book used said studies in how it affects daily, and non-daily lives. For example: Scarcity. We already know that something being scarce increases it's perceived value, but then the book goes on to say WHY does scarcity increases perceived value and draws yet another example of how the 1960s Black Revolution stemmed from scarcity. Who would have known?The subject is intriguing to say the least. Wouldn't you like to know what makes you decide, and what you can do to help someone else decide? ;)

  • Nyamka Ganni
    2019-01-20 12:17

    Бас л хүн бүр уншууштай ном. Та хүсээгүй эсвэл төлөвлөөгүй худалдан авалт хийх бүртээ, бусдын ятгалаганд орох болгондоо яаж яваад "за" эсвэл "тэгье" гэж хэлэхэд хүрснээ гайхдаг бол энэ номыг санал болгоё. Бусдаар хүссэнээ хийлгүүлэх, бусдыг өөрийн талд эргүүлэх маш олон арга байдгаас хамгийн ихээр хэрэглэгддэг хэдийг нь тайлбарлан өгүүлсэн. Маш сонирхолтой. За тэгээд заримаас нь дурьдаад явчихъя өө. 1. Reciprocity буюу Аяганы хариу өдөртөө зарчимИх бага нь хамаагүй ч та эхлээд өгчихвөл дараа нь өөр том зүйлийг авахад илүү төхөмтэй болно гэсэн үг. За тэгэхээр би гэдэг хүн өдөр тутамд хэн нэгний ятгалганд автан өөрийн хүсээгүй зүйлдээ зөвшөөрөхөд хүрдэг юм байна. Өөрт хэрэггүй эсвэл хэрэгцээнээсээ хэтэрсэн хэмжээний хүнс, ногоо, хувцас худалдан авах, гоо сайхны бараанаас эхлээд л янз бүрийн үйлчилгээнд. Харин одоо бол уншсан мэдлэгтээ тулгуурлан илүү ухаалаг, бодолтой шийдвэр гаргах болно оо. хохо :) Ер нь та ч гэсэн уншаад үзээрэй. Их хэрэгтэй ном байна.

  • Jenny
    2019-01-24 07:37

    Basically an interesting book. It was written in the 80's and is a little out dated in facts and writing style. I liked how he explained different techniques that are used to influence us, and then had a section on "how to resist." I found him a tad paranoid, though. He seemed to read a lot of mal-intent into people's desire to influence, when really I just think it is human nature to want to influence people over to your own way of thinking. I don't think I need to be hyper-vigilant at all times, looking out for people who are trying to take advantage of me. I got a kick out of the chapter on the Mormon temple and how he refused to attend an open house due to the priciple of "scarcity influence."

  • عمروعزازي
    2019-02-07 09:35

    كتاب عظيم و مؤثر ، و بالأخص التجارب المجتمعية التي يحتويها .. و الميزة الأكبر له هي تعلمك أساليب ترك الأثر النفسي حتى تتجنب أن تكون ضحية لها على الأقل.ملاحظات أخرى:1- تشيالديني هو عالم نفس اجتماعي تجريبي و الكتاب يقع تحت أحد فروع علم النفس .. علم نفس الإقناع2- الكاتب يعتمد على أسلحة يسميها أسلحة الاستجابة الآلية .. تلك الأسلحة التي تجعلك تقول "نعم" لأي طلب كان.3- المبادئ الستة لفن الافناع التي يفرد لها المؤلف فصول الكتاب : 1- التبادل 2- الالتزام و الثبات 3- المحبة 4- السلطة 5- الندرة 6- البرهان الاجتماعي

  • Saeed Nasser
    2019-02-16 09:21

    اليوم انتهيت من قراءة هذا الكتاب الرائع، الذي يساعدنا في تفسير أمور كثيره نستسلم لها بدون ان ندري ، فالكتاب يشرح بشكل مفصل كيف يستسلم المستهلك لخدع البائع ، ليس هذا فقط الكتاب يتناول هذه الأمور من ناحيه نفسيه كيف ننجر الى ألاعيب التجار الكتاب يعطي أمثله متعددة فهو يخدم الشخص العادي والتاجر والقائد والأب والام ( كل طبقات المجتمع) . العيب الذي لم يعجبني في الكتاب هو التطويل والسرد الامنتهي في بعض الامور.الكتاب شيق ومثير كما أني انصح به للقراءة .

  • عبدالرحمن عقاب
    2019-02-09 10:24

    رغم أن الكتاب في مجال التأثير وإغراء الناس( وليس إقناعهم) إلا أنه يعتبر مرجع جيد في مجال علم النفس الاجتماعي. أسلوبه جميل وواضح وأمثلته متنوعة حية مشاهدة. وأما تلك التي من عالم الأسماك والمخلوقات البرية فممتعة :-)أظن أن المهتمين بعلم النفس الاجتماعي لن يجدوا فيه جديدا ولكن ترتيبا لبعض الأفكار. اللهم إلا أن يكونوا ابتدءوا به

  • Veronika
    2019-01-31 10:22

    This book gives good insight to compliance strategies and main reasons we are persuaded - however I was unimpressed by a few of the examples Cialdini used and the main conclusion he made at the end of the book. Example 1: After claiming to have been a bigger socialite than he really is to impress a young attractive saleswoman, Cialdini became particularly pugnacious about her "strategy of tricking him into exaggerating his habits" where as this was his fault, not the saleswoman's. When she offered a package that saves him money - since he claimed to go out so often - she was actually offering a favour; the fact that he was bragging - because she was young and good looking - was not her fault at all. He makes this out to be a malevolent trick used by the saleswoman when in fact it was him trapping himself. He could have easily just not lied, despite her being young and attractive, instead of going into a big argument in the end about her "wrong-headed strategy to persuade him to exaggerate his social habits"Example 2: His friend Sara, who after being offered to be married to her boyfriend (Lets call him Candidate 2) chose to go back to her old boyfriend, Tim, despite him unwilling to marry her: Cialdini says she has been tricked by Tim into going back as he had offered to marry her while she was courted by Candidate Nr. 2 but disregarded of the marriage after she chose him. I don't see this example as a properly researched one - the reasons we chose mates is a lot more complicated than who is willing to marry us. Just because Candidate Nr. 2 was willing, does not necessarily make him a more attractive potential partner. There are a lot of other things to consider. What's more Cialdini said she was genuinely happier in the end - so was this not a good deal? He had also not considered she may have only had Candidate Nr. 2 around to put Tim into a competitive situation and to profit from the scarcity rule... Tim, who is obviously for some reason or another - clearly unknown to Cialdini - much more valuable to her than Candidate Nr. 2. I also did not like his conclusion that she must chose before her time is up and all her alternatives to Tim disappear. Finally, I was not particularly impressed with the conclusion of the book: "We should be willing to use boycott, threat, confrontation, censure, tirade, nearly anything to retaliate" to those exploiting our natural triggers to "short cut" the massive amounts of information presented to us: for example dismissing any show that uses fake laughter, not giving any tips to bartenders who "salt" their tip jar and the like....recognising these exploits of triggers and short cuts is one thing, but going to war with them and arguing with every salesperson as he does in various examples of the book would be far more energy and time consuming than it is worth.

  • Alaa
    2019-01-25 09:26

    This book again is an evidence of how easily men can manipulate each other, highly recommended for entrepreneurs and influencers.

  • Loïc Bicamumpaka
    2019-01-26 10:21

    "Just what are the factors that cause one person to say YES to another person?All the weapons of influence discussed in this book work better under some conditions than under others.1. RECIPROCITY - The rule says that we should try to repay, in kind, what another person has provided us.The beauty of the free sample, is that it is also a gift and, as much, can engage the reciprocity rule: many people find it difficult to accept a sample from the always-smiling attendant, return only the toothpick, and walk away.There is an obligation to give, an obligation to receive, and an obligation to repay.2. COMMITMENT & CONSISTENCY - Our nearly obsessive desire to be (and to appear) consistent with what we have already done.TIP ON GOALS: Set a goal and write it down. Whatever the goal, the important thing is that you set it, so you've got something for which to aim. There is something magical about writing things down. 3. SOCIAL PROOF - One means we use to determine what is correct is to find what other people think is correct. The principle applies especially to the way we decide what constitutes correct behavior. We view a behavior as more correct in a given situation to the degree that we see others performing it.In general, when we are unsure of ourselves, when the situation is unclear or ambiguous, when uncertainty reigns, we are most likely to look to and accept the actions of others as correct.4. LIKING - We most prefer to say yes to the requests of someone we know and LIKE. This simple rule is used in hundreds of ways by total strangers to get us to comply with their requests.5. AUTHORITY - We are trained from birth that obedience to "proper" authority is right, and disobedience is wrong.Information from a recognized authority can provide us a valuable shortcut for deciding how to act in a situation. WE DON'T HAVE TO THINK, THEREFORE, WE DON'T. (sometimes it's best to avoid shortcuts)6. SCARCITY - Opportunities seem more valuable to us when their availability is limited. (People want what they can't have)As opportunities become less available, we lose freedoms; and we hate to lose the freedoms we already have."Probably one of the best books I've read. A must read if you're doing business; or if you want to understand why you buy things.

  • Ruhin Joyee
    2019-02-18 09:22

    Never before did I recommend a book to so many. The book had me in the first chapter. I went on talking about how 'revealing' the book is during hangouts with friends, in between classes, sometimes during classes and when not. I tried to explain to mom how the rule of reciprocation influences our decisions while having dinner with her, tried to explain the reason behind certain behaviors of our newly appointed driver to my father. The book got to me.I did certain things throughout my life without even ever recognizing that there might be a concrete reason behind why I have been doing this. For example, I have a thing 'for' footing my food bill all the time. If it is not someone's birthday, or a special occasion where someone is giving a treat, but is trying to pay my bill, I feel uncomfortable. Really uncomfortable. Almost physically uncomfortable. I have stopped dating once because the guy simply won't let me pay my bill. I believe it is a good practice, but I wasn't sure why I had this strong feeling against this. Now I know. I simply did not want to have the Rule of Reciprocation influence me.The book with vividly furnished examples and case studies tells you what persuades and influences people, their decisions. Why they say yes to some offers and no to the others. The in-depth discussion on the six weapons of influence: Reciprocation, Commitment & Consistency, Social Proof, Liking, Authority and Scarcity is such an eye-opener. I now see these principles working on everything, everyone, everywhere. You will be missing out if you don't read it.

  • Cyndi
    2019-02-19 07:24

    Although this book is informative it is also repetitive. It states that a vast majority of people don't think for themselves and go along with the majority. I might have believed some of that, but I read.Every day more and more web sites open up with alternating viewpoints. Just look at the varying opinions on this book, alone. We are not as easily led and controlled as this book and the current administration would like to think.

  • Amir
    2019-01-31 13:20

    Brilliant book! I first read Cialdini book several years ago and I try to make it my routine to read it at least every year since then. Professor Cialdini through many fascinating examples leads us on a journey to find how we are being persuaded to act and react in many ways that are not always to our benefits. Professor Cialdini review in this book six main factors that influence our behaviors: reciprocation, liking, scarcity, authority, commitment/consistency and social proof, the books explain scientifically (but in a way that almost anyone can understand) why we behave they way we do when faced with each of these influence powers. Some of the scientific studies and the stories in this book are mind boggling, and the brave ones among us may even admit that we all have been influenced without knowing it.

  • Loy Machedo
    2019-02-07 07:37

    Loy Machedo’s Book Review – Influence: The Psychology of Persuasion by Robert CialdiniI first bumped into Robert Cialdini’s work with “Yes! 50 Scientifically Proven Ways to be Persuasive”. I found that book to be absolutely impressive and so, when I got to know he had also authored “Influence: The Psychology of Persuasion”, I was more than eager to read it. And without a doubt, I can tell you, I am glad I did. Harvard Business Review lists Dr. Cialdini's research in "Breakthrough Ideas for Today's Business Agenda" as he breaks down the Science of Influence into 6 key principles of persuasion.1) Reciprocity - People tend to return a favor. Example the pervasiveness of free samples in marketing or The good cop/bad cop strategy where the criminal or suspect tends to open up to the cop who is nice to him. And as an act of reciprocity, returns the kindness by giving the required information. 2) Commitment and Consistency - If people commit verbally or in writing they are more likely to honor that commitment. The reason stems from the pressures that come with being congruent with their self image. Example - Car salesman employ this strategy by raising the price of the vehicle at the last moment works because the buyer has already decided to buy or the Chinese brainwashing on American prisoners to enforce disloyalty towards their country. 3) Social Proof - People will do things that they see other people are doing. Example – If a group of people would look up into the sky; bystanders would then look up into the sky to see what they were seeing. 4) Authority - People will tend to obey authority figures, even if they are asked to perform objectionable acts5) Liking - People are easily persuaded by other people that they like. 6) Scarcity - Scarcity (real / artificial) will generate demand. Example, Offers with "limited time only" creates more sales.The whole book has quite a number of examples to state and reinfornce the points of wisdom stated by Caildini which makes the book very compelling everything from having the Hare Krishnas and their flower gift strategy to what telemarketers do to ensure sales to the fake laughter used by sitcoms to create even more laughter. Overall RatingI found this book to be a Masterpiece in the Science of Psychology. In fact, I personally felt, this book should be made mandatory for everyone to read – especially the part where the author clearly states, that misusing these techniques will result in a more of a negative result than positive – As I feel quite a number of Sales People with their so called ‘Smart Closes’ think they have achieved a positive result – while the fact remains, they have destroyed themselves slowly and surely. A great book, A fantastic read and A worthwhile investment. Without hesitation, I would give this book a perfect 10 out of 10. Loy

  • khalid
    2019-01-21 13:19

    قرأته بعنوان: التأثير وسائل الإقناع. ترجمة: سعد جلال. طبعة:دار الفكر العربيما سأكتبه هو توثيق شخصي لنفسي وليس مراجعة للكتابلا أحب تقييم الكتب أو وضع مراجعات لها، حتى أعطي لنفسسي أكبر مساحة ممكنة أثناء قراءة الكتاب وألا أنشغل بدور الناقد وألا تستحوذ علي فكرة التقييمقرأت هذا الكتاب منذ فترة ولم أجد له صفحة على الموقع، فتكاسلت عن إضافتهوبعد قراءته أدركت مدى تأثيره في نفسي، ومدى أهميته في فهم أحداث كتيرة تحدث، لذلك كنت أعود إليه بين الحين والآخر، أو أستدعي الفكرة التي تنطبق على ما يحدثالطريف في الموضوع -وهذا ما أردت توثيقه في المقام الأول- أنني عثرت على الكتاب مصادفة في أحد معارض الكتب، وما دفعني لشرائه هو قلة ثمنه -كان حينها ب 10 جنيهات-حسنا؛ لماذا أكتب هذا؟لأن لدى قوائم كتب أريد شراءها، وعلوم أريد القراءة فيها بمنهجية. غير أني أتررد كثيرا على المعارض والمكتبات وأصرف ما لدي من مال في كتب تصادفني لأول مرة ولم تكن في الحسبان، فلا أتقدم في المنهج الأصلي الذي وضعته لنفسيفكرت كثيرا أن أتوقف عن التردد على المعارض وأركز على المنهج، ولكن العثور على كتاب مثل هذا هو ما يجعلني لا أتوقفهناك كتب أخرى كثرة عثرت عليها مصادفة دون توصية من أحد، بل لا يعرفها أحد أصلا، وكان لها نفع وأثر كبير في نفسي، أذكر منها حاليا "أبعاد التعلم"