Influence: The Psychology of Persuasion

Robert B. Cialdini
Influence, the classic book on persuasion, explains the psychology of why people say "yes"—and how to apply these understandings. Dr. Robert Cialdini is the seminal expert in the rapidly expanding field of influence and persuasion. His thirty-five years of rigorous, evidence-based research along with a three-year program of study on what moves people to change behavior has resulted in this highly acclaimed book. You'll learn the six universal principles, how to use them to become a skilled persuader—and how to defend yourself against them. Perfect for people in all walks of life, the principles of Influence will move you toward profound personal change and act as a driving force for your success.


Reviewed: 2021-12-08
Reviewed: 2021-04-25
Written in high level English but easy to understand, he presents six principals of persuasion in high level of detail within every chapter relevant to one principal concentrating on automatic human actions in real life. He introduces several examples and defines where it’s most powerful in a conversational way, illustrating the concept of every principal that makes the reader ask questions about the application of this principal in his field of expertise. He defines the variances of city and suburban human psychology and shows how the principals interact with each other in real life. Reading the book provides a framework for psychology self assessment based on the principals as indicators of measurement; readers in reading chapters connect the principal effect with incidence they experienced in their life. In some areas of the book, the reader loses interest in reading because it becomes dry because of the examples related to military and secret service.

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