About the Book
Clocking in at 336 pages, Influence: The Psychology of Persuasion, Revised Edition was written by Robert B. Cialdini, Ph.D. and the revised edition was published on December 26, 2006 by Harper Business.
The book starts off with a story about a woman who was running a failing jewelry store. Finally the woman calls quits, tells her staff to half the price of the jewels and leaves for a trip. She returns to find out that her staff had misread the memo and doubled the price – but to her surprise the store was cleared out. She had in fact accidentally stumbled onto psychological trigger. In fact people have learned to associate quality of jewelry with price – as the prices was doubled – people assumed the quality also augmented.
Each chapter following this first chapter Dr Cialdini, discusses six principles of persuasion. In each chapter he explains the principle via anecdotes, discusses ways to use them and how to prepare yourself against them.
Reciprocation: this is where a person has a desire to return a favor.
Commitment: this is where a person will make choices to stay consistent with previous statements that that person had made.
Social proof: this is where a person will take an action because a sizable group of people are taking the same action.
Liking: This is where a person is more easily persuaded by someone that they like.
Authority: This is where a person is more easily persuaded by someone who is an authority figure.
Scarcity: This is where a person easily persuaded if the object is scarce.
Key Takeaways and commentary
This was a fun read, very enlightening and very accessible. My key takeaways from this book are:
- There are psychology triggers that causes people to act specific ways due to ages of evolutionary biology
- From this there are principle that can be used to influence someone
- Understanding these principles will not only potentially help your business but also help you recognize and avoid marketing ploys
I hate to repeat myself but this book was a great read and I really enjoyed learning the different ways that one can use to influence.
To be honest this is actually my third time reading this book because – hey I’m an aspiring business person – being able to influence a board room or sell a product is pretty darn important.
Again if you found this post useful or enjoyable, please share and leave a like. Thank you! Also feel free to leave a comment. Stay tuned for tomorrows book Becoming a Person of Influence: How to Positively Impact the Lives of Othersby John C Maxwell.
For more information on the 2018 challenge, visit the following link: Business Trek 2018 reading challenge.
You can also get the book via the following link: Influence: The Psychology of Persuasion, Revised Edition
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