Influence: The Psychology of Persuasion
The seminal book on the psychology of persuasion. Dr. Robert Cialdini explains the six universal principles of influence - reciprocity, scarcity, authority, consistency, liking, and social proof - and how to use them ethically in business and everyday life to become a more effective communicator and negotiator.
Key Ideas
We determine what is correct by finding out what other people think is correct.
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Notable Quotes
We determine what is correct by finding out what other people think is correct.
Opportunities seem more valuable to us when they are less available.
We should try to repay, in kind, what another person has provided us.
People are more willing to comply with requests from those they know and like.
Once we have made a choice or taken a stand, we encounter personal and interpersonal pressures to behave consistently with that commitment.
The truly gifted negotiator is one whose initial position is exaggerated enough to allow for a series of concessions that will yield a desirable final offer.
To be an effective persuader, you need to be a careful listener.
The authority principle: the deeper the expertise, the more influential the authority.
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