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Influence: Science and Practice

4.22 of 5 stars 4.22 · rating details · 722 ratings · 92 reviews

"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, adver...more

Paperback, 260 pages

Published July 29th 2008 by Allyn & Bacon (first published 1985)

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Aug 10, 2009 Rachel rated it 5 of 5 stars · review of another edition

Shelves: psychology

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 awa...more 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. ( http://www.citeulike.org/user/sjc/art... ). 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(less)

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Jul 30, 2011 Ricky rated it 2 of 5 stars

Shelves: for-school, psych-etc

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 wid...more

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Apr 18, 2010 Dufour rated it 1 of 5 stars · review of another edition

Shelves: communication, ipad-books

This is a terrible book. Granted, I understand Cialdini is held in high regard for his analysis of "compliance professionals" but I found this book tedious, boring, and rife with self-reverance. It is by no means a 21st treatise on how influence works. I don't even recommend this as a historical example of how salespeople and other influence experts may have been taught; it's that bad.

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Feb 23, 2013 Billie Pritchett rated it 4 of 5 stars · review of another edition

Robert Cialdini's Influence: Science and Practice is about his research on the six basic principles people have used in various domains and fields to influence other people. The knowledge in this book is really invaluable. Before I give the six basic principles, Cialdini does not want anybody to use these principles irresponsibly and elsewhere has given convincing arguments that using these tactics exploitatively would only hurt someone in the long run. Furthermore, Cialdini gives examples in th...more Robert Cialdini's Influence: Science and Practice is about his research on the six basic principles people have used in various domains and fields to influence other people. The knowledge in this book is really invaluable. Before I give the six basic principles, Cialdini does not want anybody to use these principles irresponsibly and elsewhere has given convincing arguments that using these tactics exploitatively would only hurt someone in the long run. Furthermore, Cialdini gives examples in the book for how to block these principles when they are used insincerely. When they are not, however, and when a person choose to use them sincerely, they are fine and indispensable.

I have distilled Cialdini's advice into my own words. And here are the six basic principles.

1. RECIPROCITY. Do things for others as if they would do the same for you but don't be taken advantage of and don't take advantage of others; remember to reject initial offers if you feel someone is trying to impose an unnecessary obligation upon you through reciprocity.

2. CONSISTENCY. Make consistent choices when they are in keeping with your fundamental principles, and remind other people to do the same; don't, however, commit someone to something contrary to their principles nor should you let others commit you to what does not match up with your fundamental principles.

3. SOCIAL PROOF. In the absence of knowing which choice to make, rely on the expertise of ordinary people, but not uncritically; just because it is the consensus (“everybody else is doing it”) doesn't mean it's right.

4. LIKING. Sincerely learn to like other people and let them like you by making yourself as attractive as possible, finding similarities between you and other people, praising other people for things you think are praiseworthy, getting to really know about other people's interests, and adopting behaviors that other people do that you find admirable; to avoid insincerity, do not use this to ill will but only in the spirit of friendship and if you think someone else is using it to ill will separate the proposition from the person.

5. AUTHORITY. Act as a legitimate authority in matters you know something about and accept legitimate authority when other people make themselves truly credible; to avoid phonies, look for evidence of genuine authority as opposed to just the normal status indicators like professional titles, nice clothing, being part of an authoritative institution, or having a nice car, for example.

6. SCARCITY. Make people aware of scarce resources people want but only when they are truly scarce, and do not fall for something just because someone else makes it seem valuable or because people compete over it; assess its genuine merits and value.

Again, I think Cialdini's advice is very helpful, and I would have given it more stars than this were I not familiar with a great deal of material in here from other places where I've read Cialdini's stuff. Nevertheless, I think this would be a good first book for anyone interested in these principles, especially in how to use them sincerely or to avoid people who use them exploitatively.(less)

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Feb 09, 2013 Ashraf rated it 4 of 5 stars · review of another edition

We are creating an array of devices capable of delivering a universe of information "to anyone, anywhere, anytime" Bill Gates (1999). but notice something telling: Our modern era, often termed "The Information Age", has never been called "The Knowledge Age". Information does not translate directly into knowledge. It must be processed - accessed, absorbed, comprehended, integrated, and retained.

Because technology can evolve much faster than we can, our natural capacity to process information is l...more

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May 21, 2013 Danijel Brestovac rated it 5 of 5 stars · review of another edition

Influence

pg. 4- a well known principle of human behavior says that when we ask someone to do up a favor we will be more successful if we provide a reason.

Pg. 33-34 - or, more generally, why should it be that small first favors often stimulate larger return favors? One important reason concerns the clearly unpleasant character of the feeling of indebtedness. Most of us find it highly disagreeable to be iota state of obligation. It weighs heavily on us and demands to be removed.

Pg. 52- once we mak...more

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Sep 11, 2012 Jules rated it 5 of 5 stars · review of another edition

Very interesting read. Great read for those in Sales & Marketing.

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Jan 04, 2012 Talisman Hypnotist rated it 5 of 5 stars · review of another edition

This book is a Classic

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Jul 07, 2012 Patrick rated it 4 of 5 stars · review of another edition

As popular behavioral economics books go, Robert Cialdini's book Influence is not as rigorous as Daniel Kahneman's Thinking Fast and Slow; but it is surprisingly well-researched. I would highly recommend Influence to anyone who doesn't already know much about behavioral econ, because it's a very gentle introduction that's focused around practical applications in terms of media literacy and resisting manipulation.
Cialdini focuses on six fundamental heuristics: Reciprocity, commitment, social pro...more As popular behavioral economics books go, Robert Cialdini's book Influence is not as rigorous as Daniel Kahneman's Thinking Fast and Slow; but it is surprisingly well-researched. I would highly recommend Influence to anyone who doesn't already know much about behavioral econ, because it's a very gentle introduction that's focused around practical applications in terms of media literacy and resisting manipulation.
Cialdini focuses on six fundamental heuristics: Reciprocity, commitment, social proof, liking, authority, and scarcity. One thing Cialdini does really well (even better than Kahneman I would say) is emphasizing the point that these are heuristics—they are methods of judgment that are easy and fast and they work 90% of the time, but watch out for the 10%. Hence, you need to figure out when to turn them off; but you don't want to leave them off all the time, or you'll literally fail 90% of the time.
Indeed, one thing that I really liked about Influence was the way it draws a very firm line in the sand between influence that is legitimate and influence that is not: Above all, never lie. So it's all right to invite all your customers at 6:00 AM (which will enhance their desire to compete) as long as you don't tell them that you invited different people at different times. It's all right to start out with a bold offer and then offer some concessions, if you really were interested in the bold offer. It's all right to point out that your product is scarce if in fact it really is. What's not all right is lying to people.
One case where I'm not sure this is enough is in relationships. It seems to me that dealing with a friend or a significant other, you have to be held to an even higher standard. Even if you don't outright lie, there are a lot of really sleazy techniques you can use to get people to do what you want, and that's manipulating them. (See also pickup artists.) For instance, you could hook up with a lot of women at once to make them compete over you. You could withhold affection from women who won't first sleep with you. That's not lying, and it's not something more awful like rape or assault; but it's still unethical.
But if even just this practice of never lying were actually adopted in business, our economy would change radically. Right now we have laws against publicly stating explicitly false facts, which is great; don't ever take that away, we'd be back in the Wild West. But we need more than this. We need companies to not be allowed to use laugh tracks, or hire sports starts to hawk products. We need real honesty, and not just “well, I didn't actually lie...” How do you enforce that? I'm not sure, but one good way to start is the power of the market. Boycott companies that use deceptive methods of advertising, or if you can't boycott them all (you still need milk, and perhaps all the milk companies do this), then boycott the worst ones and publicly announce that you have done so. Tell all your friends, and make them tell their friends, and so on.
Realizing that lines like this can be drawn—even if it's not always easy—has given me renewed hope in combating my autism and social anxiety. I finally realized what I didn't like about so much of the advice I was getting (especially pickup-artist material). In the game of life, I couldn't win on my own, so I want the player's guide—but I don't want the cheat codes. I want to win fair and square because I really know what I'm doing, not find the buttons to push that give me total control—and thereby turn me into a Machiavellian psychopath. This is the distinction that a lot of people fail to make, and it's literally one of the most important things in the world. (less)

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May 28, 2010 Jamie rated it 5 of 5 stars · review of another edition

I first read Robert Cialdini's book Influence: The Science of Persuasion when I was in graduate school studying judgment and decision making. I was amazed not only by the power of the psychological levers for influence that the author describes, but how easy he makes them to understand. It turns out that MANY things guiding my every day decisions have their roots in psychology, but what's really amazing and a little distressing is how these levers are used deliberately by people in the know to i...more

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Mar 12, 2008 Sean rated it 4 of 5 stars · review of another edition

Shelves: self-help-books

I read this last year and am reading again. Good book on sales tactics used by various companies. The author has tested all the theories in experiments, which had amazing results. It provides good protection against buying something you never wanted in the first place or spending more money that you originally intended. Companies use fundamental tactics that are based on human psychological attributes. They can then manipulate your response based on human behavior to make a profit. For example,...more I read this last year and am reading again. Good book on sales tactics used by various companies. The author has tested all the theories in experiments, which had amazing results. It provides good protection against buying something you never wanted in the first place or spending more money that you originally intended. Companies use fundamental tactics that are based on human psychological attributes. They can then manipulate your response based on human behavior to make a profit. For example, if you take a gift from someone your human response would be to give something back to that person. Companies use this reciprocal rule to generate sales. Amway gives a kit full of their products to a consumer to evaluate for a period of time. They have increased sales significantly from this practice. A company might propose they will give you a free seminar or training and then ask for you to buy something. You may feel obligated to do so as they have given you important information and spent time with you. The Hara Krishnas were highly successful by giving flowers to people at airports and then asking for donations. Many of the people didn't want the flowers, would still donate, and throw the flower in the trash. The Hara Krishnas would then go around and collect the flowers from garbage and start the process again. It is a powerful tool. Thank goodness, they don't allow this religious group in airports anymore! Once you know about it, you shouldn't feel obligated by taking the free gift and not purchasing anything.

Another method involves the human decision process that concludes the more expensive an item, the better the quality. Companies utilize this tactic and create a sense of quality, which enables them to make increase their profits substantially.

They also use a comparison tactic. A suit sales man will always start at the more expensive suit (if we knows what he is doing) and then sell the matching sweater, shoes, tie, and shirts. Everything else in comparison does not seem at bad.

Another one includes the retreat and sell method. Basically someone asks you to buy an item at a price, when you say no, they retreat and offer another item at a lower price. It uses the comparison tactic too. For example, a donation center will call you and ask if you can make $100 donation, when you say no, they will respond with 'well would $20 be okay'. They have an 80% success rate when using this tactic. Their goal the whole time was to get a $20 donation and score big when you actually donate the original $100.

My favorite story in the book is how toy manufacturers increased their sales after Christmas. They tried sales and huge advertisement campaigns in Jan and Feb, but couldn't increase sales. Parents had just recovered from spending a ton of money on Christmas presents and didn't want to spend more money, no matter how many times their kids asked. They finally developed an amazing tactic that guaranteed sales in Jan and Feb. They would have one toy, like the Furbie, that they would advertise for during Christmas. They would then purposely under supply the toy to stores. Parents would need to buy their kids other toys to make up for the hype toy not being available. Since most parents already promised their children the hype toy, they would go back to the toy store and purchase it in Jan and Feb. Wow, how amazing is that. They got you to buy toys during Christmas and afterwards!!

Great book, so you can recognize these tactics and avert them. The author spent time in many sales positions and learned how companies trained their sales staff. Some stories will make you mad!! (less)

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Mar 21, 2012 Kristi rated it 4 of 5 stars · review of another edition

This book was recommended by a co-worker. This is real life practical experience on how to influence and how to defend against these influence tricks. Click, Whrr, and we are influenced by forces of our subconscious. Salesman have been using some of these trick for years, but it really works. This book can help you increase your circle of influence and help try to defend against these tricks.

Chapter 1- Weapons of Influence
Chapter 2 - Reciprocation
Give and Take
Rejection then Retreat
Reciprocal...more

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Nov 30, 2012 Tod Colegrove rated it 5 of 5 stars

A must read. Robert Cialdini, Regents Professor of Psychology at Arizona State University explores the fundamental principles and practice of "compliance professionals" - informed by his multi-year behind-the-scenes embedded across various communities of practice. This book is a classic, and exists in many editions and formats, including a Comic format. If you're willing to get a glimpse of the automatic - aka "click, whirrr..." - operating of human decision-making, READ THIS BOOK.

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Feb 16, 2011 Sheehan rated it 3 of 5 stars

Straight-ahead easily accessible social-psychological text on the mechanics of influence, and how we are prone to leap to false assumptions based on evolutionary desire to limit variables and act quickly and decisively.

I read it, at least ostensibly, to help gain compliance and buy-in from the constituencies I serve at work. Unfortunately, most of the exposed tricks are best used for selling items, some of the aspects of developing compliance and "rejection and retreat" means of negotiating outc...more

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Feb 05, 2013 Derek Sillerud rated it 4 of 5 stars · review of another edition

Pretty much blew my mind as far as what happens when you are marketed to. You don't realize it, but you are being bombarded constantly in every way possible, and here's a great way to avoid buying something you get home to realize was completely useless.

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Jan 06, 2013 Daniel Milstein rated it 5 of 5 stars · review of another edition

This book shows you how to deal with people and maybe even get them to help you with something. I think it should be read by everyone. It's a book that can't be missed. After reading this book, your eyes will be opened. I highly recommend it.

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May 01, 2013 Andrea rated it 5 of 5 stars · review of another edition

Amazing framework for anyone in marketing or sales. My team came to more than one product breakthrough based on inspiration from this book. I read it every year.

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Feb 19, 2012 Tara rated it 5 of 5 stars · review of another edition

I had to read this for a class, but I think every single person that breathes could benefit from this book. Cialdini dissects several weapons of influence that we run into on a daily basis, from shopping in the grocery or mall, to buying a car, receiving gifts or favors from friends/family/colleagues/strangers, dealing with authority figures, and to making commitments and remaining consistent to them, and many more scenarios. Not only will you learn ways that you are being influenced in future s...more

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Mar 26, 2007 Justin Gerhardstein rated it 4 of 5 stars · review of another edition

Shelves: academic

This book gets down to the heart of persuasion. How and why are people influenced? "Influence" is just a cool book that makes you stop and think..."why did I do that, or buy that, or follow that trend". Prime example that has much relevance to me is the concept of hazing in the greek community. The book gets at reasons as to why someone would subject themselves to torture just to be in a social organization. For advertisers, I hope I don't have to expain why this book is important to check out....more

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Apr 15, 2013 Sean Munson rated it 4 of 5 stars · review of another edition

Recommended to Sean by: Erin Krupka

Nice summary / intro of lit on many important influence topics, how they are applied, and how people night defend against them.

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Oct 05, 2009 Christina rated it 4 of 5 stars Recommends it for: Everyone

Shelves: on-my-real-bookshelf, society-and-economics, read-in-2009

This book is required reading for my Managing Organizations class at Anderson this quarter. The insights that the author offers in the book are fascinating, about how people influence others and how we can be more aware of those who would use the tools of influence maliciously. Furthermore, the author does a good job of creating an interesting narrative with current events, studies and conclusions that are neither repetitive nor boring. I would highly recommend this book to anyone interested in...more

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Jun 20, 2007 Taylor rated it 4 of 5 stars · review of another edition Recommends it for: everyone, especially marketers, salesmen, consumer whores

Shelves: non-fiction, own, recommended, for-school, hidden-gems

This book completely opened my eyes to the tricks that are being played on me in the world of sales. I can now avoid a large amount of influence and know how to use some of my own. (mua ha ha ha ha.) For an academic book, it's incredibly well-written - lots of facts and things to remember, but he conveys his points through stories and examples, which makes it easier to read and keeps the information in easy recall. The topic matter is inherently interesting, so that helps propel things, too. A m...more

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Jan 08, 2008 Angela rated it 4 of 5 stars · review of another edition Recommends it for: everyone

Recommended to Angela by: Uncle David

This book truly opened my eyes to what motivates people to action. Especially remarkable to me were the behavior of crowds, our innate submission to authority, the dirty tricks marketers play and how gullible we are to advertising, and most of all, how destructive ignorance is. Most of us would never believe ourselves capable of evil, yet we permit outrages and sit by without lifting a finger unless our "act now" impulse is triggered. Fascinating, and useful - this book should be taught to kids...more

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Apr 21, 2013 Yaroslav Khrushch rated it 4 of 5 stars · review of another edition

In general OK, but too many repetitions of the same things

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Feb 24, 2007 Marnette Falley rated it 3 of 5 stars · review of another edition

We have automatic behavior patterns that can be triggered by a single piece of information, and people can hit those triggers and influence our compliance. This book outlines the key triggers.

*the need to reciprocate
*the need to be consistent with our past behavior and beliefs
*social proof, or the power of what others are doing
*we tend to agree to thing more when we like the person
*we often obey authority figures against our better judgement
*we find opportunities more valuable if they're limite...more

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Feb 19, 2013 Carlo Franco rated it 5 of 5 stars · review of another edition

A must read.

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Nov 22, 2011 Brittany rated it 5 of 5 stars

Shelves: psychology

I had to read this for a required course in my freshman year of college. I actually enjoyed it, though I did not enjoy my pretentious professor who made us bring dictionaries to exams only to fail while looking up words that he had made up. This was a very small part of the course, but I definitely enjoyed it. I believe that there is a lot of practical advice in this book. I think I need to revisit it before Michigan State University lets me out into the real world this spring.

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Jun 25, 2011 Nicky rated it 4 of 5 stars · review of another edition

Excellent. Concise, well researched, well presented book focuses on the six common ways people attempt to influence behavior. The author uses researchand stories as well as personal 'undercover experience in training of compliance professionals- cult leaders, salesmen, waiters,and others to illustrate his points clearly. Would love to see a kids' version so they could recognize how they are being targeted. Also includes ways to diffuse the tactics when they are directed at you.

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Jan 18, 2011 Danny Greitzer rated it 3 of 5 stars

This book touches upon some serious theories of human behavior, that if known, can be very insightful. Mr. Cialdini explains the reasoning behind these theories and does a good job backing them up. I think the main takeaway from this book is that we as humans are influenced by all that surrounds us...we must be vigilant, but I think we must also have faith in ourselves to deal properly with these influences. Theories read, theories known, thus theories should be easier to see.

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Sep 24, 2007 Maureen rated it 4 of 5 stars · review of another edition

Influenc explores the ways in which we become persuaded from a social-psychological standpoint. The book includes such topics as why charities send you free address labels with their mass-mailings, and why people are more likely to believe in believe in information that is censored or banned. It is an entertaining read for anyone, and would be particularly useful to someone involved in marketing.

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About Robert B. Cialdini

Dr. Robert Cialdini has spent his entire career researching the science of influence earning him an international reputation as an expert in the fields of persuasion, compliance, and negotiation.

His books including, Influence: Science & Practice, are the results of years of study into the reasons why people comply with requests in business settings. Worldwide, Influence has sold over 2 million...more

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Books by Robert B. Cialdini

Instant Influence: How to Get What You Want in Any Business Situation

Influence: Science and Practice: The Comic

Yes!: 50 Scientifically Proven Ways to Be Persuasive

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