Influence: The unseen key behind powerful persuasion
Badria Jabali
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Forty years ago, Bob Cialdini published a groundbreaking book on the power of influence. In our digital age, these rules may have become even more powerful.
One day Robert Cialdini was in his university dorm, when he answered the door to another resident who was selling subscriptions to Sports Illustrated magazine. "I was a starving student; I didn't have a lot of discretionary income," Cialdini recalls. "So I wasn't going to buy his magazine."
The guy was persistent, however. He told Cialdini that he would be missing out on a unique sale that would only last for that weekend. He emphasised the fact that the top pundits rated the magazine very highly. And he casually mentioned that he'd already sold a lot of subscriptions to the other dormmates. Cialdini soon gave in.
When the man had left, he leant back against the door and took stock of what had just happened. "I thought, 'You spent your money, and it wasn't because of the merits of the thing – it was the way he presented it,'" Cialdini recalls. "And I thought, 'Isn't that interesting? Isn't that worth studying?'"
Cialdini's curiosity would lead him to write Influence: The Psychology of Persuasion, published in 1984. Melding academic research on behavioural science with apposite case studies and personal experience, it arguably created the mould for "smart thinking" authors such as Charles Duhigg, Adam Grant or James Clear. After numerous updated editions, his book has now sold more than seven million copies, according to his publishers.
On the book's 40th anniversary, I sat down with Cialdini in a London hotel to discuss its conception and impact, and the ways that the psychology of persuasion has evolved in the decades since its first publication – and its implications for today's fractured societies.
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