Influence: The Psychology of Persuasion, Revised Edition

Robert B. Cialdini · First published December 26th 2006 (first published 1984)

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.

“Influence: The Psychology of Persuasion, Revised Edition” by Robert Cialdini explores the science of persuasion and how it can be used in everyday life. The book focuses on the six universal principles of influence: reciprocation, consistency, social proof, authority, liking, and scarcity.

1. Reciprocation: People are more likely to comply with a request when they feel that they have received something of value in return.
2. Consistency: People are more likely to comply with a request if it is consistent with a commitment they have already made.
3. Social Proof: People are more likely to comply with a request if they believe that others are doing the same thing.
4. Authority: People are more likely to comply with a request if it comes from a person in a position of authority.
5. Liking: People are more likely to comply with a request from someone they like.
6. Scarcity: People are more likely to comply with a request if they believe that the opportunity is limited.
7. Use specific and clear language to communicate your request.
8. Make the request when the target is already in a compliant mood.
9. Get the target to make a small commitment first.
10. Highlight the benefits of compliance and the costs of non-compliance.