Influence: Science and Practice
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Influence: Science and Practice is an examination of the psychology of compliance (i.e. uncovering which factors cause a person to say “yes” to another's request).Written in a narrative style combined with scholarly research, Cialdini combines evidence from experimental work with the techniques and strategies he gathered while working as a salesperson, fundraiser, advertiser, and in other positions inside organizations that commonly use compliance tactics to get us to say “yes.” Widely used in classes, as well as sold to people operating successfully in the business world, the eagerly awaited revision of Influence reminds the reader of the power of persuasion.Cialdini organizes compliance techniques into six categories based on psychological principles that direct human behavior: reciprocation, consistency, social proof, liking, authority, and scarcity.
Introduction1Weapons of Influence12Reciprocation: The Old Give and Take. . . and Take173Commitment and Consistency: Hobgoblins of the Mind574Social Proof: Truths Are Us1145Liking: The Friendly Thief1676Authority: Directed Deference2087Scarcity: The Rule of the Few237Epilogue: Instant Influence: Primitive Consent for an Automatic Age273Notes281Bibliography293Index311
