Influence: the Psychology of Persuasion
Why do we say yes when we mean to say no? Dr. Robert B. Cialdini spent three years going undercover in car dealerships, telemarketing firms, and fundraising organizations to uncover the answer. The result is this New York Times bestseller that has sold over five million copies worldwide and transformed how we understand the hidden forces that shape our decisions.
Discover the six universal principles that drive human behavior: reciprocity, commitment and consistency, social proof, liking, authority, and scarcity. These powerful psychological triggers work automatically beneath our awareness, influencing everything from the products we buy to the people we trust. Cialdini reveals how skilled persuaders exploit these principles and, more importantly, how you can defend yourself against manipulation.
Backed by 35 years of scientific research and real-world examples, Influence gives you practical tools to become more persuasive in business and everyday life. Whether you're in sales, marketing, leadership, or simply want to make better decisions, this book will change how you see the world.
Interesting Facts
Six Principles Became Seven: The book originally identified six principles of persuasion (reciprocity, commitment and consistency, social proof, authority, liking, and scarcity), but in 2016 Cialdini added a seventh principle called Unity, which focuses on shared identity and the power of "we."
Undercover Research Mission: Cialdini spent three years going undercover, training and working at used car dealerships, telemarketing firms, and fundraising organizations to observe real-world persuasion tactics firsthand, combining this field research with laboratory studies.
Self-Described Easy Mark: The author admits in the book's opening that he's always been a "patsy" for salespeople and compliance professionals, which sparked his lifelong fascination with understanding why people say yes to requests they later regret.
Millions of Copies Sold: The book has sold over five million copies and has been translated into 44 languages, making it one of the most successful psychology books ever published.
Fortune's Smartest Business Books: Fortune Magazine included Influence in their "75 Smartest Business Books" list, and it also appears in the compilation "50 Psychology Classics."
New York Times Bestseller: The book became a New York Times bestseller and Cialdini is a three-time New York Times bestselling author across his various works on persuasion.
The Godfather of Influence: Cialdini is frequently referred to as "The Godfather of Influence" due to his pioneering research and worldwide impact on understanding persuasion science.
Presidential Campaign Advisor: Cialdini was hired as part of Barack Obama's 2012 presidential campaign team and also advised the early stages of Hillary Clinton's 2016 campaign, applying behavioral science to political strategy.
National Academy of Sciences Member: In recognition of his research, Cialdini was elected to the National Academy of Sciences in April 2019, one of the highest honors in American science.
The Power of Because: The book reveals fascinating research showing that simply adding the word "because" to a request dramatically increases compliance, even when the reason given is essentially meaningless or circular.
Mother Turkey Experiment: Cialdini opens the book with a striking example from animal behavior research about mother turkeys who will nurture anything that makes a "cheep-cheep" sound, even a stuffed polecat, illustrating how automatic behavioral patterns work.
Restaurant Mint Study: Research cited in the book shows that giving diners a single mint increases tips by 3%, two mints quadruple tips to 14%, but if a waiter gives one mint, walks away, then returns with "an extra mint for you nice people," tips skyrocket by 23%.
Quotes
"People seem to be more motivated by the thought of losing something than by the thought of gaining something of equal value."
"We all fool ourselves from time to time in order to keep our thoughts and beliefs consistent with what we have already done or decided."
"Recognize that a person’s actions can be influenced by forces apart from the merits of the idea presented."
"Telling someone about an event increases the likelihood that they will remember it as being true."
"The truly gifted negotiators recognize that the real power is not in the position, but in the influence."
"Once we realize we've accepted a small request, we’re much more likely to comply with a larger one."
"People prefer to say yes to individuals they know and like."
"Few people would be willing to admit that they exploit the rule, but there remains no doubt about its effectiveness."
"The joy is not in experiencing a scarce commodity but in possessing it."
"If an expert says it, it must be true."
"When people are uncertain, they look to the actions and behaviors of others to determine their own."
"The basis for social proof is the tendency to see an action as more appropriate when others are doing it."
"We want to say yes to those we like."
"Commitment is the engine of consistency."
"Scarcity increases desirability."
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