Influence: The Psychology of Persuasion

Whether you're a marketer, salesperson, or simply curious about human behavior, this book is a must-read

In "Influence: The Psychology of Persuasion," Author Robert Cialdini explores six principles of persuasion: reciprocity, commitment and consistency, social proof, authority, liking, and scarcity.

Through various real-life examples and scientific research, Cialdini illustrates how people can be influenced in these ways to say "yes" to requests.

Cialdini emphasizes the importance of being aware of these principles to avoid being manipulated and suggests ways to defend against them.

Here are some lessons from the book:

1. Reciprocity:

People feel obliged to give back to others in the form of a behavior, gift, or service they have received first.

If a friend invites you to their party, there’s an obligation for you to invite them to a future party you are hosting. If a colleague does you a favor, then you owe that colleague a favor.

Hence, in the context of a social obligation, people are more likely to say yes to those who they owe.

2. Commitment and Consistency:

Once people commit to something, they tend to remain consistent with that commitment.

We like to be consistent with the things we have previously said or done. Like the other weapons of influence, this weapon lies deep within us.

Our urge for consistency directs our actions with quiet power. It is, quite simply, our nearly obsessive desire to be and to appear consistent with what we have already done.

3. Social Proof:

When we’re uncertain how to behave or react, we look to others for answers. We assume that if lots of people are doing something, it must be correct.

People are more willing to take a recommended action if they see evidence that many others, especially similar others, are taking it.

4. Authority:

The authority weapon is based on the idea that people follow the lead of credible, knowledgeable experts.

People are more likely to comply with requests from those who are seen as authoritative figures.

Cialdini describe titles as a paradox. Although they are difficult to legitimately acquire, they are the easiest symbol of authority to fake.

It is possible for somebody who has put in no effort to adopt a label and receive automatic deference.

5. Liking:

People are more likely to agree to requests made by individuals they like and admire.

Persuasion science tells us that there are three important factors that influence somebody’s likeability.

We like people who are similar to us, we like people who pay us compliments, and we like people who cooperate with us towards mutual goals.

6. Scarcity:

Simply put, people want more of what they struggle to acquire. They seem more motivated by the thought of losing something than by the thought of gaining something of equal value.

The realization that we value limited information allows us to apply the scarcity principle to realms beyond material commodities. The principle also works for messages, communications, and knowledge.?

Taking this perspective, we can see that information does not have to be censored for us to value it more; it need only be scarce.

According to the scarcity principle, then, we will find a piece of information more persuasive if we think we can’t get it elsewhere.

Overall, the book provides insights into how to persuade others and how to protect oneself from being manipulated in a variety of contexts, from sales and marketing to personal relationships.

Would you recommend this book to anyone who is willing to become their true selves? Would you read it yourself? Please join the conversation and leave your comments below!

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Joe Calasan