Book: Influence - The Psychology of Persuasion by Robert B. Cialdini, Ph.D.
Page Count: 568
Publication: HarperCollins Publishers
ISBN: 978-0-06-313880-3 (pb)
Edition: 2021
Summary
As the title suggests Influence: The Psychology of Persuasion by Robert B. Cialdini, Ph.D., explores the psychological principles of persuasion. With over five million copies sold, the book has gained widespread acclaim. The book is divided into seven principles of persuasion. The author supports his principles with numerous studies and experiments on human behaviour, which has been one of the reasons for being the book a bulky one. Cialdini’s principles of persuasion are as follows:
(i) Reciprocation
This principle suggests that giving something before making a request significantly increases the chance of positive response. For example, researchers in the UK found that offering a small packet of sweets to investment bankers doubled their charitable contributions compared to when no gift was given. The lesson: Contribute before asking.
(ii) Commitment and Consistency
This principle suggests that the people feel compelled to stay in consistent with their past commitments and actions. For instance, homeowners who agreed to put a small window sign supporting safe driving were later more willing to place a large billboard in their yard with the same message. The initial small commitment shaped their identity, encouraging consistent behaviour.
(iii) Social Proof
This chapter begins with Eric Hoffer’s quote, “When people are free to do as they please, they usually imitate one another.” An interesting example from the book highlights how a restaurant in China boosted sales by 13 to 20 percent simply by labelling certain menu items as “most popular” instead of “Specialty of the house” or “Our chef’s recommendation for tonight”. Popularity fosters imitation.
(iv) Liking
People tend to say yes to those they like. Building a positive impression is critical in persuasion. The book extensively discusses strategies for becoming more likeable, emphasizing their importance in effectively influencing others.
(v) Authority
People are inclined to trust authority figures. For instance, medical advice is often taken more seriously when given by doctors. Similarly, a Ph.D. in Economics lends credibility to an economic analysis, even if the expert’s conclusions might be erroneous. Establishing authority is key to persuasion in both personal and professional life.
(vi) Scarcity
The perception of scarcity intensifies desire. A prospective buyer, for example, may feel compelled to purchase a plot of land after being told it is the last one available in the area. This fear of missing out on an opportunity often triggers action.
(vii) Unity (the newest principle for this edition)
Shared identity strengthens persuasion. People are more easily convinced by those with whom they share common ground – whether it’s the same city, religion, club, school, or even bloodline. Unity fosters trust and acceptance.
Positive Side of the Book
After reading How to Win Friends and Influence People by Dale Carnegie, I believed that everything about dealing with people had already been covered. But decades after publishing the first edition of the Carnegie’s book, there comes this book, Influence: The Psychology of Persuasion and to my amazement, despite covering similar themes, the two books are distinct and equally insightful. Influence has a fresh taste with modern and research-driven outlook. The book’s strength lies in its extensive studies and experiments to substantiate the principles explained therein. Additionally, the book cautions that these principles can be applied both ethically and unethically.
Negative Side of the Book
The author’s frequent repetition of certain words (like “compliance professionals” and “click, run”) while aiming for originality, may feel redundant to some readers. The author could have written using more varied expressions. The book is a long read making it more suited to serious readers with deep interest in the subject.
Conclusion
The book is an excellent read for anyone interested in influencing people through a deeper understanding of human psychology. It is highly recommended to the professionals whose work revolves around engaging with people. Fans of Dale Carnegie’s classic, How to Win Friends and Influence People will find this book a deeper, research-backed exploration of the art of persuasion. The book is highly recommended to those who are passionate about the subject.