Influence: The Psychology of Persuasion (Collins Business Essentials) Reviews

• A Superb Text About Influence

  
  By A2AK0KVZPZ8GFE on 2003-01-25
  As I sit here and write, I wonder why I did not draft this review long before now. I read Cialdini's book about five years ago and have been hooked ever since. It is simply a superb book about influence.

  Cialdini believes that influence is a science. This idea attracted me. As a rhetorician, I have always thought of persuasion as more of an art. Cialdini, however, makes a first-rate case for the science point of view. But maybe most importantly, he makes his case in a well-written, intelligent, and entertaining manner. Not only is this an important book to read, it is a fun book to read too.

  He introduces you to six principles of ethical persuasion: reciprocity, scarcity, liking, authority, social proof, and commitment/consistency. A chapter is devoted to each and you quickly see why Cialdini looks at influence as a science. Each principle is backed by social scientific testing and restesting. Each chapter is also filled with interesting examples that help you see how each principle can be applied. By the end of the book, I had little doubt that these are six important dimensions of human interaction.

  I highly recommend this book to all professionals. It does not matter if you are a manager, sales person, pastor, or non-profit volunteer. The ideas in this book, once applied, will make it easier for you to accomplish your goals. In a video featuring the author, Professor Cialdini even goes so far as to promise that these principles can help you influence the most resistant of all audiences--your children.

  With a claim like that, who wouldn't be intrigued?

  My advice is to read this sooner rather than later. You will be quite glad you did.
  
  

• Required Reading for the Intelligent Consumer

  
  By A1K1JW1C5CUSUZ on 2000-05-09
  The human mind is a wonderful thing, capable of the most wonderful thought processes and ideas. Yet the brain is on automatic pilot for most situations. That allows the conscious mind to really focus. The drawback is that some people will use our conscious inattention to sneak one by us, like a fastball pitch to a hitter looking for a change-up.

  Influence, the book, is very useful in this regard, because it uses interesting examples to help us be aware of our own tendency to let automatic pilot thinking take over.

  Since I first read this book many years ago, I have been watching to see if the circumstances I see support or invalidate Professor Cialdini's points. By a margin of about 9 to 1, Cialdini wins.

  Given that we are easily manipulated by our desire to be and to appear to be consistent with our past actions and statements, swayed by what the crowd is doing, and various other mechanisms, the only way we can be armed against unscrupulous marketing is to be as aware of these factors are the marketers are.

  At the same time, I appreciated how the book explores the ethics of when and how much to apply these principles. Without this discussion, the book would come off like Machiavelli's, The Prince, for marketing organizations. That would have been a shame. By dealing with the ethics, Professor Cialdini creates the opportunity to educate us intellectually and morally. Well done!

  I have read literally dozens of books about marketing and selling, and I find this one to be the most helpful in thinking about how influence actually works. Even if you will never work in marketing, you will benefit from reading this book in order to better focus your purchases and actions where they fit your needs rather than someone else's.
  
  

• Deep AND readable; I'm persuaded!

  
  By A6EJJ61785HG3 on 2003-01-02
  Most books of applied psychology fall prey to one of two weaknesses: Either they lack scientific content (or over-simplify) or they present solid information in an academic manner that readers find difficult to absorb and apply. Robert Cialdini's book stands out brilliantly from these books. Combining wide and deep scientific scholarship with an engaging, lucid, and personal style, Influence may be the single best work on the topic. The intent of the book is to show how we can understand and defend against pervasive non-rational influences on our decision-making. Of course the same principles could be applied to market products or influence colleagues and rivals either in place of or in addition to genuine reasons. One sign of the range of the book is the fact that Cialdini doesn't get to the famous Milgram experiment on "Obedience to Authority" until p.208. The book concentrates on several factors that evolution and culture have drilled into us to produce compliance for good reasons, but which can be abused by "compliance professionals": reciprocation, commitment and consistency, social proof, liking, authority, and scarcity. Any reader will find the research results stunning and frightening. Fortunately, Cialdini concludes each compelling chapter with hints on "How to say no". No matter how intelligent you are, you have undoubtedly fallen for many of these techniques used deliberately or accidentally. How many poor business investment decisions, product purchases, or strategic moves have been influenced by non-rational factors? You have to read this book. Why? Because I've done you a favor with this review and you owe it to me; you can't say you're a rational person if you don't; everyone else is reading it; I'm attractive, friendly, well-dressed, similar to you, and you like me; I'm an psychology expert and I recommend it; and you need to buy it now before all copies are sold!
  
  

• How to get your way

  
  By A2UY1OPLBUF3VN on 2004-07-31
  This is the sort of book one is inclined to wish one had read carefully at a young age. All successful people have developed skills to get what they want. As a young man for a while I got my way with a particular person by advising "A" when what I really wanted was "Not-A". But Robert Caldini's great book lays it all out systematically, and I guess I now regard the A/Not-A device as an example of abnormal psychology at work.
  
  Caldini starts by saying: "I can admit it freely now. All my life I've been a patsy." An "easy mark...." This "long-standing status as a sucker" made Cialdini interested in the "psychology of compliance." Why do requests put one way mostly fail while a slightly different approach often wins? For nearly three years Cialdini combined experimental studies with "systematic immersion into the world of compliance professionals - sales operators, fund-raisers, recruiters, advertisers, and others."
  
  There are thousands of different tactics used by those aiming to get someone to say "yes", but the majority fall within six basic categories, each of which is governed by a "fundamental psychological principle that directs human behaviour and, in so doing, gives the tactics their power." The principles are consistency, reciprocation, social proof, authority, liking and scarcity. This list deliberately does not include "the simple rule of material self-interest" since this is an obvious motivator not worthy of detailed examination. (As an economist, I am put well and truly in my place by this observation. One assumes that, as in the famous story, Cialdini chose to experiment on economists rather than rats since one gets to like rats after a while.)
  
  Chapter one is entitled "Weapons of influence." Animals and people (even economists!) operate with certain automatic rules that usually produce a good result. Often in this book Cialdini introduces experiments from animal or people studies to buttress the psychological arguments. In this chapter he discusses how mothering behaviour in turkeys is triggered by the "cheep-cheep" sound of young turkeys, a response often observed in the Thornton household, incidentally.
  
  A reflex of many people, especially it seems Americans on holiday, is to use the rule "expensive = good." In fact the example that starts chapter one is of a seller of jewelry who accidentally doubled instead of halved the price of some jewelry it was proving hard to move. After a short absence from her shop, to her surprise she found that the previously difficult-to-move items had all been sold.
  
  Another rule is that people are more likely to agree to a request if a reason is given - "People simply like to have reasons for what they do." So if you need to go to the top of the queue, give a good reason, and most of the time people will let you in. In fact, the research cited shows it was the use of the word "because" rather than the inherent strength of the reason that produces this result.
  
  Then there is "the contrast principle." An example from the retail world illustrates. Salespeople in retail stores are often instructed to sell the most expensive item first. Having paid a lot for a suit, for example, most people it seems pay more for shirts and ties than if they started with those relatively inexpensive items first. Car dealers first sell you the car, then add the optional extras. With a different use of contrast, real estate salespeople start by showing you the undesirable properties first - they have a set of these, called "set-up" properties.
  
  The process of using "weapons of persuasion" is subtle, not crude. "With proper execution, the exploiters need hardly strain a muscle to get their way ... the approach is not unlike that of the Japanese martial art form called jujitsu."
  
  And now to the principles themselves. Each chapter starts with a nice quote, that I have reproduced.
  
  Reciprocation - "Pay every debt, as if God wrote the bill." - Ralph Waldo Emerson
  
  The rule of reciprocation "possesses awesome strength." This is not basically related to liking - people are programmed to respond positively to a request if they have previously accepted a gift even from a stranger. The famous case is the Krishna organisation whose members give people a flower or a book before asking for a donation - works like a charm apparently.
  
  Retailers know the power of the "free gift" - eg the cubes of cheese in food halls, the wine tasting in wine shops or at wineries, the Amway phenomenon, the power of the Tupperware party.
  
  Politics works like this also - "logrolling" being a powerful American example, Lyndon Johnson being the master of this game. The power of the political donation in Australian politics shows this is not just an American trait, although I suspect reciprocation reaches its highest art form there.
  
  A more subtle version of reciprocation comes when one feels bound to respond to a concession. "Will you buy my raffle tickets for $10?" "No" "Will you but two chocolate bars for $2?" Often one does, the original requestor having made a concession one is forced to match.
  
  The most stunning example given by Cialdini concerns the Watergate break-in. Apparently G Gordon Liddy first presented an absolutely outrageous plan. When he was told "no" he later came back with a less costly but still outrageous plan. After a second "no" he finally came up with a stupid but even less expensive plan which several apparently sane men approved.
  
  This chapter ends with a section on "How to say no."
  
  There is another famous quote that says something like: "No good turn goes unpunished." Cialdini does not discuss this apparent contradiction of the reciprocation principle - perhaps it is another example of abnormal psychology.
  
  Commitment and Consistency - "It is easier to resist at the beginning than at the end." - Leonardo da Vinci.
  
  Two Canadian psychologists have shown that , immediately after placing a bet, punters become far more confident about the chances of the horse they back Humans have, Cialdini asserts, a "nearly obsessive desire to be (and to appear) consistent ..." This is another example of a trait that in many circumstances is useful and adaptive. "Without it our lives would be difficult, erratic and disjointed." Too much thinking is difficult. But there is a more perverse attraction of mechanical consistency. "Sometimes it is not the effort of hard, cognative work that makes us shirk thoughtful activity, but the harsh consequences of that activity. Sometimes it is the cursedly clear and unwelcome set of answers provided by straight thinking that makes us mental slackers."
  
  But the forces making for consistency can readily be exploited. Cialdini provides a nice example of how toy stores use this principle to boost post Christmas sales. (Coles Meyer, if you do not know this trick, now is the moment.) But what is it that produces the "click that activates the whirr of the powerful consistency tape?" "Commitment" is the answer. If we take a stand, we are likely to behave in ways stubbornly consistent with that stand.
  
  Telephone marketers routinely ask: "How are you feeling this evening, Mr Jones?" Apparently, once you have said you feel fine, it is hard to refuse to give to the anti-cancer fund or to help a third-world orphan, even thought the initial question and answer were for all appearances a stylized exchange. The researchers have, incidentally, tested whether or not it is the politeness of the initial approach that does the work - no it is not, it is his initial response that has committed Mr Jones.
  
  Cialdini goes on to examine the far more serious issue of how to get prisoners of war (POWs) to cooperate with their captors. The Chinese did a far better job of this than the North Koreans during the second world war - by asking first for a minor act of compliance (which was rewarded) and gradually upping the ante. An important part of the process was that the minor commitment initially achieved was made public - people's written and public commitments being far more powerful than private, unwritten ones. And small inducements are often far more powerful than large ones - since if the inducement is large one will feel one has been paid for the act of compliance, not accepted it as a firm commitment.
  
  This chapter looks quite deeply into the techniques used as well as their application in business situations - eg when people sign on to challenging KPIs. Again it ends with a section on how to say no.
  
  Social proof - "When all think alike, no one thinks very much" - Walter Lippman
  
  TV producers use canned laughter, bar-people often "salt" their tip jar at the start of a shift and evangelical preachers have been known to seed their audiences with "ringers" who are programmed to come forward and commit at the right moment. Cialdini examines the famous case of a cult that has wrongly predicted the end of the world. When this did not occur, the group had to establish another truth, which in this case was a crusade to persuade the world about their peculiar beliefs.
  
  The principle of "social truth" works especially well in conditions of shaken confidence and uncertainty - in the previous example when the beings in flying saucers did not arrive on schedule.
  
  This example leads on to a far more horrible case, that of the murder of Catherine Genovese in New York City in 1964. "For more than half an hour thirty-eight respectable, law-abiding citizens in Queens watched a killer stalk and stab a women in three separate attacks in Kew Gardens." No-one called the police during the murder, and only one witness called after the women was dead. Everyone was stunned and the witnesses themselves could not explain their inaction. The newspapers seized on the theme of an "uncaring" society.
  
  Two psychologists examined the case. To them the really odd thing was that there were 38 witnesses, none of whom did anything. They found two reasons for the lack of action. When there are more than one person witnessing a crime, personal responsibility is diluted. This is a common issue - eg when a group is asked to do something without someone nominating who is responsible. "(Shared responsibility is no responsibility") But the second reason is more interesting and involves what psychologists call the "pluralistic ignorance effect." At times of uncertainty, people naturally look round to see how others are reacting. If others seem calm and unruffled, one is inclined to act the same way and to convince oneself that the event in question is not really an emergency.
  
  The chapter goes on, covering another example of the consequences of "social proof" - the well documented case of sudden jumps in apparently accidental deaths in the period immediately after a newspaper or TV account of a suicide
  
  A final horrible example concerns the mass suicide in Jonestown.
  
  Learning how to resist the automatic pilot of social proof might be vital. There is also a message for anyone in danger in a crowded situation - do not issue a general cry for help, but try to focus on one person and ask him for explicit help.
  
  Liking - "The main work of a trial attourney is to make a jury like his client" - Clarence Darrow.
  
  Most of us prefer to say yes to the requests of those we like. This principle works, however, when used by total strangers - eg if he pays one a compliment such as "That is a great suit/haircut/car, etc. This much is obvious, but Cialdini goes on to apply it to important matters like the impact of school desegregation upon racial tension, the "good cop/bad cop" situation and the behaviour of sports fans.
  
  How to say no is handled deftly, as usual. ("Say no")
  
  Authority - "Follow an expert" - Virgil.
  
  Again the simple point is obvious, but we learn of more subtle and insidious effects involving the use of fake titles, film stars advertising coffee and trappings of con-men such as flash cars.
  
  Scarcity - "The way to love anything is to realize it might be lost" - GK Chesterton.
  
  This is a ripper chapter, containing as it does the scheme used by the author's brother to fund his way through collage and some severely practical advice on how to deal with toddlers and teenagers.
  
  The scarcity principle is understood by all of us, even economists, who associate scarcity with high prices. But what would you think of a collage student who purchased second hand cars, gave them a cut and polish and advertised them for sale at a distinctly higher price than he had paid? His secret weapon was to ask everyone who responded to his ad to arrive at, say, 2 PM. The first guy to arrive was shown the car and while he was looking another prospective buyer would arrive. Then another. The first guy would be told a queue is forming and given a few more minutes to make up his mind. You could imagine the anxiety that built up in the potential buyers' minds. If the first guy did not buy, the second one almost always did.
  
  This chapter goes on to provide advice on coping with the "terrible twos" and the teenage years based on the theory of "psychological reactance" that is linked to scarcity in some interesting but non-obvious ways. The link concerns the loss of freedoms, and withdrawal of privileges is a classic case of loss of freedom leading to psychological reactance."
  
  .Cialdini relates this to the Russian counter-revolution that restored Gorbachev to power ("Freedoms once granted will not be relinquished without a fight.") Another case concerns the close bonding between Romeo and Juliet in the face of parental opposition to their relationship. ("... the teenager will sneak, scheme, and fight to resist ... attempts at control.") Another interesting example concerns directions to a jury to ignore a particular piece of evidence - the conjecture in this case is that such directions may in fact make the jury give greater weight to the banned evidence.
  
  I have provided a far longer account of this book than I intended at outset. To a mere economist, who is drilled to assume the simplest possible mental models of behaviour - "maximising welfare, "simple self-interest" - both the examples as well as the logic and clever experiments are full of interest. If it is too late for you to benefit, give this book to a much loved member of the younger generation.
  
  
  

• If you buy it, you have fallen victim of methods therein.

  
  By A1PGJ0IB9M5TYF on 1997-09-08
  The big title "Ph.D" beside his name follows the Authority method (chapter 6). The quoted comments are blantant use of the Social Proof method (chapter 4). If you buy other books of Dr. Cialdini, you fall victim to the Commitment and Consistency principle (chapter 3). But indeed, this book says very little that has not been said in Carnegie's "How to Win Friends and Influence People"
  
  
• SEMINAL.
  By A1L8HRCM60W0W7 on 2003-05-21
  This is most certainly not only a book about negotiation, it is for anyone interested in a gripping read about human psychology and our subconscious response to external stimuli. An interesting example: if you are at a party and you begin talking with a member of the opposite sex whom you find moderately attractive, it is very likely that your initial assessment of this person will decrease when a "beautiful" girl or guy ambles over to join the conversation. Obviously the first person did not morph into someone physically different, but did become comparatively less appealing when smothered in the shadow cast by the "beautiful" person.

  While "Getting to Yes" and "You can negotiate anything" were flush with such interesting real-life nuggets and the best on offer in their time, "Influence" would rate as my personal favorite that conceptually digs deep into the art of persuation.

  For one thing, Cialdini's writing style is entertaining and exudes common sense. Which makes it worth the ride for just about anyone interested in an intelligent read. I'd even venture to say that he comes across as accessible as Thomas Schelling ("Strategy of Conflict", "Choice and Consequence") in the kinds of intuitive but compelling examples that he uses to illustrate his points.

  For another, this is one of the rare books that explain the *psychology* of WHY and HOW human beings/animals respond the way they do. What is different about his hypotheses? Cialdini breaks down his analysis into 6 broad principles consciously or subconsciously employed by people to persuade their counterparts (consistency, reciprocation, social proof, authority, liking, and scarcity) and then discusses each of these principles in term of its ability to elicit "automatic, mindless compliance" from us. And if you do not feel that simply being aware of such compliance tactics is defense enough, he goes on to offer useful, practical shields in a scattering of sections such as "How to Say No".

  This is an incredibly useful book that one can only hope does not fall into the hands of one's adversary. Clearly required reading for anyone involved in the business of persuasion (marketing/sales, diplomacy, strategy etc) and highly recommended for everyone else.
  
  

• Great and scary
  By on 1999-08-05
  Great and unnerving at the same time, the book is filled with various studies in the field of social psychology. I cannot recommend this book too highly; an entertaining and informative read. If you've ever been snookered into buying a copy of the Bhagavad-Gita in a bus station or found yourself purchasing a timeshare condo against your better judgement (or the thousand other unneeded sales we've all been hit with at some time or another), this book is for you. It gives a structure to the various cultural instincts we have and how these can be subverted. On a more positive note, it is also useful for understanding how to best get your own message across (while avoiding being manipulative). For example, after reading it I now tell my children "clean your room, because...", as using "because" makes the request more effective (oddly enough, regardless of the reason given after the word "because", at least in theory. I haven't tried "because the moon is full" yet). I plan to give this book to my children when they graduate from high school (if not sooner).
  
  
• Useful and interesting.
  By A38OFEWII7H1ME on 2001-05-11
  *Influence: the Psychology of Persuasion* is one of the most useful books I have read in a long time. Its author, Robert Cialdini, a psychology professor at Arizona State University, applies his technical background to the task of explaining in everyday terms a subject that impacts all of us: persuasion, and the psychological principles that make it work. Sales professionals are a natural audience for this book; they will find in it the explicit theory and scientific research behind what they have already been doing for years by instinct and trial-and-error. For the rest of us, this book is a powerful defense against those manipulators who seek to exploit our psychological vulnerabilities to get us to comply with their desires.

  Cialdini's basic theoretical perspective is that, to deal with a complex world, our brains have automatized responses to various phenomena. In the long-run and in general, these mental mechanisms are practical tools, enabling us to live in society harmoniously and to make decisions quickly and with minimal effort. In specific cases, however, they can misfire, leading to bad decisions. Hence our vulnerability to people who know how these mechanisms work when we do not.

  After introducing his subject, the author tackles six of these "weapons of influence" in six chapters. He first explains what they are and how they are used, utilizing personal anecdotes, scientific studies and vivid real life examples to make his case. Much of this is fascinating stuff. For example, according to Cialdini, some of the very techniques advertisers and salespeople use today were used during the Korean War to seduce American POWs into collaborating with their Chinese captors. And the Hare Krishna Society, its fundraising efforts in the 1960s frought with public relations problems, owed its dramatic turnaround in the 1970s to the adoption of solicitation tactics based on shrewd psychology. Cialdini then rounds off each chapter by suggesting what we can do to defend ourselves. He is not a behavioral determinist; half of not falling prey to our unconscious responses is simply being aware that they exist and then taking action to circumvent them or to leverage them in our favor.

  For the record, I must state that this book is not perfect. Cialdini sometimes interprets human psychology in ways that I do not believe are warranted given the studies he cites. But endnotes and an ample bibliography are included for readers who are interested in doing further research. Taken with a grain of salt, I believe *Influence* is a worthy read--whether you are a sales professional, or someone who is unwilling to be an easy mark for one.
  
  

• Buy "Influence-science and practice" instead
  By ABO9O6QJY8JGD on 2001-03-19
  Dont buy this book:"Influence- the psychology persuasion". Buy "Influence-science and practice" instead as they are the same book !!

  It seems that the latter is more up-to-date.

  P.
  
  

• Tired anecdotes. 'Book' should have just been an mag.article
  By on 1999-10-24
  If you are interested in this topic, you can get all the information needed by just reading the short table of contents. The endorsements of the book certainly confirm an adherence to the principles outlined in the book and for that there is a certain integrity to the joke that it is. The stories the book uses to outline some methods of influence are tired, many 20-30 years old. It is not completely uninteresting or worthless, it is just that any useful information can be garnered from the book in about as much time as it takes to read a magazine article, which is what it should have been.

  Any person seriously interested in this topic should look elsewhere for either 1)a more sophisticated academic analysis; 2)a more useful guide to noticing these actions in others (other than a "watch out for _____"); 3)a more powerful handbook for the application of these principles (a great book here is The 48 Laws of Power by Joost Elffers & Robert Greene)
  
  

• The Best Book I've Ever Read (Twenty Times!)
  By A2OMG0DKW1JBG0 on 2001-07-06
  Robert Cialdini's book is not only entertaining to read, it reveals exceptionally useful psychological fundamentals. His research studies how and why people agree to things, and is not inclusive to any one area of life. His book explains the psychological triggers that influence people to comply with requests, and also covers how these triggers are used and abused.

  As a developmental trainer, I have found his work exceptionally insightful. It has helped me understand why certain management & sales techniques work, and sheds light on how we all are subject to these powerful psychological responses. The examples that he cites are powerful: all are well researched, easy to understand, and many are quite entertaining! If you are interested in affecting human behavior in anyway, this book is a must read. I originally read it nearly 10 years ago, and have read the book several times since.

  Have you ever wondered why you've donated money to an organization you didn't even care about because they gave you a simple trinket? Ever found yourself "overpaying" a favor you received from another? Have you ever wondered why we all feel compelled to "keep up with the Jones," or why that special toy everyone wants for Christmas is so hard to get?

  My company has a core set of values that we expect over 1500 people to follow, and none of our efforts would be possible without understanding his research and applying the principles of commitment & compliance. Salespeople, supervisors, executives, and anyone even remotely involved in influencing the behavior of others should IMMEDIATELY read this book.
  
  

• Absolutely Convincing
  By on 2000-09-19
  Robert Cialdini, presents very basic mechanisms that we use to make our lives simpler. Those same mechanisms can be used by "compliance professionals" in a way that seems very natural to us.

  The Book Dissects 6 weapons of influence, namely; Reciprocation, Commitment and Consistency, Social Proof, Liking, Authority and Scarcity.

  The book will protect you from being ripped off and will make you wiser and more aware of the psychological mechanisms taking place around you.
  
  

• Fascinating - timeless - direct and to the point.
  By on 1999-01-23
  Since I read my first Cialdini book 10 years ago I've read everything he's written since, including his interviews. It is still a benchmark into the study of how humans interact and respond to others. Being involved in sales and marketing for over twenty years, I had an excellent laboratory to try out some of the concepts in the book. They are frighteningly effective. A must read for sales and marketing oriented individuals to help you communicate better with your customers and clients. I worked my way up to Senior President of Sales and Marketing by constantly learning. My company now uses Neurosync goal oriented and behavior modification software, something I only wish we had 20 years ago to motivate and instill these principals. This book is also an effective self defense weapon against those unscrupulous individuals who will take advantage our natural responses to influencing events.
  
  
• Great Book To Help You Understand Influence
  By ABVMTX7KTP4CO on 2002-03-13
  "Influence" by Robert Cialdini teaches us the basics of how people are influenced. It breaks influence into six key factors:

  1. Reciprocation
  2. Consistency and Commitment
  3. Social Proof
  4. Authority
  5. Liking (the person who is trying to influence us)
  6. Scarcity

  Each of the above points is detailed in a chapter. Academic studies and examples are given in a very engaging fashion. Some of the studies are for the birds. For example, mother turkeys, who are known to be caring parents (as far as birds go), tend to respond only to the "cheep-cheep" sound of their chicks.

  Hearing the cheep-cheep, the mother turkey coddles and cares for the young turkey chick. It is a short-cut response that nature has given turkeys to know how to behave. It tends to work well in nature. But, tricky scientists recorded the cheep-cheep sound and placed the recording into a stuffed Polecat, the natural enemy of the turkey, and found that the mother turkeys adopted the stuffed polecat. Coddled it and cared for it.

  That was quite amazing, as the usual response of a mother turkey to a stuffed Polecat without the cheep-cheep recording is an outright assault on the Polecat. This reflexive behavior tends to work most of the time, but sometimes is inappropriate. The mother turkey is responding in what Cialdini refers to as a "click, whir" method. Once some reactor sets off a signal (click), the mother turkey plays its own internal tape (whir) which signifies the appropriate response.

  Only, sometimes, the response is not appropriate. And, some predators have learned the mimic strategy to trick their prey. Now, this may be useful if your goal is to be adopted by a turkey (or maybe its something that could protect you from a wild turkey attack!), you say, but how does this apply to me?

  The answer is that people themselves have "click, whir" behavior. Because people wish to avoid the work of making decisions, they have internal tapes they run which tell them how to respond under various conditions. Most of the time our internal tapes are appropriate. But, sometimes, they are not. And some human predators have learned to exploit our "click, whir" behavior. Often, these predators come in the form of salespeople.

  Cialdini discusses how to say "No" to each of these six influence factors by being aware of how influence works and reading your internal gut feeling.

  This book is excellent reading for anyone who wants to learn how to influence others. Job hunters, managers, and marketers will benefit from reading this book. Although I do not suggest you try to use this knowledge in a devious way, knowing how to approach asking for a request is useful. Investors can benefit also.

  For example, "social proof" states that we often look to others to determine what is correct behavior in a situation. We most look to others to deem what is correct in times of uncertainty. This can lead to "pluralistic ignorance." Everyone is assuming that the other guy knows what he is doing and we follow. Manias and gross overvaluation of publicly-traded stocks come to mind. And, this is why publishers of bestselling books are quick to point out "Over 1 million copies sold!" on their book covers. One million readers can't be wrong, can they?

  In an attempt to avoid the hard work of thinking, we follow the herd off the cliff, blindly assuming where everyone else is going must be safe. As stated in "Influence" 95% of people are followers and only 5% of people are leaders.

  Often, we are most likely to follow "experts." This is the authority factor above. We tend to believe and follow anyone who we assume is an expert. However, following experts can also lead to problems.

  "Influence" points out that about 10% of medication administered by hospitals may be in error. This is a serious problem and can obviously lead to death.

  Why is it that hospitals have such a problem with errors in medication? Despite the training and knowledge of R.N.'s, they tend to unquestioningly follow the instructions of the doctors. Even if the instructions don't make sense.

  Cialdini tells the story of a man who complained of an earache. He had an ear infection and the doctor prescribed eardrops for him. On the prescription, the doctor wrote, "Place drops in R ear." As the doctor was in a hurry, he abbreviated "Right" with R.

  Sure enough, the trained nurse obediently followed the instructions and placed the required number of drops in the patient's anus. Neither the patient nor the nurse questioned the instructions, as they came from an authority.

  Cialdini's website InfluenceAtWork.com also has great information. I couldn't stop reading. I learned that the brain waves of most people engaged in difficult thinking mirrors the brain activity of having your hand thrust in ice-cold water. Most people really don't like to think! I wish I knew that before I titled my first book about entrepreneurship, "Thinking Like An Entrepreneur!"

  Even if you never feel the need to be adopted by a mother turkey, maybe Cialdini's "Influence" will keep eardrops out of your anus, help keep you from buying things you later regret, and help you understand how influence works. I highly recommend this book. (Aside: Cialdini has two different books with the title 'Influence' and different subtitles. They are substantially the same book, so if you have the older one, you don't need the newer version.)

  Peter Hupalo, Author of "Thinking Like An Entrepreneur" and "Becoming An Investor"
  
  

• Split-second decision-making explained
  By A3H3CEI6EE0V4A on 2006-09-04
  I think many of the principles discussed in the book have long been exposed. Nevertheless, the book also explains many of those principles really well and with great illustration. The book as a total was a pleasure to read, and the illustrations were sometimes captivating. Essentially, if you are one to make rapid decisions regarding your purchases of goods/services, this book can provide you the tools necessary to combat that "automatic, mindless" purchase.
  
  
  Contrast Principle
  --
  A simple example is retail. A customer is more likely to purchase accessories after purchasing an expensive suite let's say. So, if you're in retail, show off your pricey stuff first, if the person buys, the accessories look cheap.
  
  Reciprocation
  --
  The free sample is an example. It was really interesting how one person provided a free sample of cheese and invited customers to slice their own portions. The sales were tremendous.
  
  Consistency and Commitment
  --
  It is desirable for individuals to appear to be consistent, as society simply dislikes inconsistent people as "confused," "irresponsible," and often "incapable." Anything in writing can really be powerful to influence future behavior. Further, if a commitment is made publicly, a person will be substantially more consistent with making the effort to remain committed.
  
  "A foolish consistency is the hobgoblin of little minds."
  --Ralph Waldo Emerson
  
  
  Social Proof
  --
  Catherine Genovese experienced a "long, loud, tortured, public" murder in NY City in March of 1964. Her murder was witnessed by 38 of her neighbors, as she would sometimes escape from her murderer, screaming for help, then the murderer would catch her again and stab her, and this happened several times. The whole event took place over half an hour. However, not one person, of all thirty-eight of them, notified the authorities. Then, one witness called, after Catherine Genovese was dead.
  
  Why?
  Uncertainty. The bystanders thought someone else would call the police or try to do something. Everyone was thinking some one else would help, so no one provided help.
  
  Lesson:
  (1) If you are uncertain, provide help. If you see a person being assaulted, having what appears to be breathing problems, provide aid to your fellow human. Do NOT wait for others to provide aid, even in group situations such as concert halls.
  
  (2) If you require aid, specifically point to someone and clearly and forcefully say something like, "YOU! In the blue jacket! I need help. Call an ambulance right away!"
  
  
  Liking
  --
  Simply, we are going to comply with people we like. However, do not be deceived by: (a) physical attractiveness, (b) similarity (oh, we seem alike, you are from where I grew up!), (c) compliments. The three above can influence us to make automatic, mindless decisions.
  
  Authority
  --
  I am really astonished, to be honest, how compliant people are to those in positions of authority or those that appear to be in positions of authority. I am not refering to respect but rather to complying to things that are just wrong. E.g., the Milgrim Study is discussed at great length, and I really enjoyed reading about it (again). That is, how an individual was complaint to a person who appeared to be in a position of authority in lab attire and holding a clip board to administer electric shocks to a person, even as the person begged for the shocks to be stopped.
  
  
  Scarcity
  --
  If something is rare or becoming even more rare, the value of it seems to increase. Therefore, words such as "limited availability" or "one time offer" or "exclusive" seem to influence people to make purchasing decisions.
  
  In closing, I recommend the book, particularly for individuals who require some tools to prevent mindless purchasing. Further, the book can benefit businesses as well to improve the marketing and sales of their products/services.
  
  
  Thanks,
  Clovis
  
  
• This book should be banned!
  By AVRTQ7GOG0AF5 on 2005-01-25
  No, not because it's a bad book... It's phenomenal. It should be banned because Robert's tactics are insanely effective, and I'd hate to see this book land in the hands of my competitors!
  
  I couldn't put the darned book down until I was finished!
  
  Some of the priceless pearls of wisdom you'll gain from the book once that Amazon.com box reaches your doorstep, include:
  
  - How to make a price (or problem) appear extremely small and insignificant to your prospects and customers...
  
  - Why people in large crowds almost never help a person in need... (Understanding this single psychological trait could literally save your life if you are ever in a life-and-death situation!)
  
  - How you can turn a lost sales opportunity into an endless gold-mine of profits (I was especially floored by this suggestion!)
  
  - Why you should think twice before signing any petition, survey or other written document (Once you read about this subtle, "harmless" mind-game, you'll know how to avoid being duped into many foolish purchase decisions.)
  
  - What makes people do weird, kooky things like join cults, never admit they're wrong, adopt strange habits and more.
  
  - Which simple psychological "trigger" enabled Joe Girard to seize the Guinness World Record for selling the most cars in one year (it's so incredibly simple - you'll hit yourself in the head and wonder why you're NOT doing this in your business right now!)
  
  - A hard-to-spot manipulation tactic that cops and interrogators use to get people to voluntarily confess crimes
  
  - How a shocking study revealed that ordinary, well-adjusted people can act in unbelievable and cruel ways when you add this single element to the mix.
  
  - How using one simple word can make up to 93% of people to do what you want (And it's probably not what you think!)
  
  - Why you should think twice about traveling four days after this certain activity occurs
  
  I could go on and on and list all the great benefits of this book... Heck, if you just took ONE insight from this book and applied it to your business and your life, you would:
  
  * Earn back many times your investment in this valuable book because these psychological tactics have the power of an ATOM BOMB!
  
  * Save hundreds (but more likely - thousands) of dollars in unwanted purchases by catching car salesmen, door-to-door sellers, TV advertisers, and more at their own games (that is, if they are using these influential tactics in dishonest ways.)
  
  You will also find that this book is an incredibly entertaining read - unlike most psychology/marketing/sociology books.
  
  I read 7-14 books a week and it is rare that I am moved by a book as much as I am with Influence, The Psychology of Persuasion.
  
  Grab your copy now... Not knowing about these psychological triggers could COST you thousands of dollars in unwanted purchases and thousands of dollars in lost sales opportunities.
  
  To your success and prosperity!
  Paul J. Heldt
  Axis International Publishing, Inc.
  Arvada, Colorado
  
  
• This book will save you a lot of money!
  By A33TG072DQ8QOI on 2005-03-17
  Cialdini offers in this book a comprehensive account of marketing strategies frequently employed to induce compliance from prospective customers. Have you ever wondered why we sometimes buy things we do not even need? Cialdini argues that given the right circumstances most people can be persuaded and deceived. Learn how salesmen maximize their profits by offering expensive products first. Learn how the principle of perceptual contrast works against prospective customers. More importantly, why are we more inclined to purchase something if we are first offered a highly expensive product followed by a less expensive one?
  
  Second, did you know that unexpected gifts from strangers can turn out to be nothing but highly elaborate and cunning psychological tricks? Thus, receiving a gift, as harmless as it first may appear, may have adverse consequences. Remember, most strangers have ulterior motives and therefore think twice before you accept a gift. Salesmen know too well that it is crucial to create a sense of indebtedness in a prospective customer. For example, send someone a gift if you want to induce subsequent compliance from him. It is imperative that the subject views it as a gift and not some product you are trying to sell. Have you ever wondered why charity organizations first send a gift and then ask you to donate money for a good cause? People are more inclined to comply or to do as you want them to if they feel indebted to you. Note that giving money to charity is a noble thing.
  
  Third, did you know that people tend to act in accordance with their self-image? Now, you are probably thinking why I mention this seemingly trivial fact. Well, this simple fact plays a pivotal role when it comes to persuading people to act in one way or another. If my friends consider me a generous person then I will do anything to remain generous in their eyes. Salesmen know this and unless you know how to resist, they will manipulate you. Cialdini provides numerous examples that will open your eyes and make you aware of these sophisticated psychological tricks. Thus, the desire to be consistent with your self-image can be potentially detrimental.
  
  Even though much of what is accounted for in this book constitutes common sense, there is still plenty of useful information here. Every finding in this book is supported by empirical evidence. This is what makes Cialdini's book far superior to other similar books. Unlike other unrealistic and sensationalistic books that purport to teach you how to persuade anyone to your way of thinking, Cialdini's book teaches you to be more assertive and careful. This book has taught me more about the psychological aspect of persuasion than all the other books combined. Cialdini writes extraordinarily well and assumes no prior knowledge in a reader; to ascertain comprehension in the reader, Cialdini provides countless examples of real-life situations.
  
  To sum up, this is what I have learned after reading Cialdini's book:
  - I no longer buy things I do not need,
  - I have become much more assertive,
  - I am aware of many of the insidious marketing strategies,
  - I never accept gifts from strangers,
  - I have learned to negotiate a reasonable price in any given situation.
  
  Highly recommended!
  
  
  
• Knowledge is power.
  By on 1997-06-15
  If you are interested in learning what the tools of persuasion are and how they are used, this is an excellent reference and a very easy read. Some examples from the book: Find out how G. Gordon Liddy sold a $ 250,000 breakin to his fellow watergate co-conspirators (Hint: It's the same technique as for used car sales) Going to the hospital? Find out why you may be at risk from and susceptible to authority as simply stated as the title, "Doctor". Why was Jim Jones so successful at Guyana? How was he able to single handedly mastermind his infamous massacre? What do weathermen and professional athletes have in common? Educate yourself about the tools of persuasion. Learn how to recognize when those tools are being used and strategies for avoiding being manipulated. Learn how to use these tools to your advantage. To paraphrase, "Manipulation happens". We can either accept it and move on, or we can educate ourselves, be aware of when and how it happens and of what we can do to prevent it or use it to our advantage. Robert Cialdini's book is an excellent reference towards that end.
  
  
• A must read book
  By A2ZZHMT58ZMVCZ on 2005-06-22
  This book offers many potentially life transforming insights into human behavior, using common situations which you have probably experienced, and the principles or techniques involved.
  
  Now, if you were to understand what is happening then you can resist, or act as you want, instead of being manipulated, or forced to buy a product you do not want.
  
  Can you imagine walking down the street, and as you walk, a hare krishna person comes up to you, and offers you a flower? You hesitate for a moment, and then accept. Then you are asked for a donation to their cause. You want to leave, you don't want to pay, you don't believe in the cause. Yet, what you do? You make a donation and leave. You have just been trapped in the normal human compulsion to reciprocate one kindness with another.
  
  When you have to criticise someone, say at work, how often do you say something like 'I think you're great but this is not good enough' This actually causes the person to lose respect for you, because the compliment followed by the word but, is an obvious manipulation and not sincere or believable, but designed to make the other person accept your criticism.
  
  However, if you do not the use the word but at all, and start with the negative and then say... and yet you have all these great qualities such as....the person will actually be more likely to accept the criticism and like you, and respect you.
  
  This book is packed with brilliant examples.
  
  How saying something slightly negative or self effacing about yourself can make you more likable.
  
  Did you know that using the word because in a certain way can get a perfect stranger to do you a favor.
  
  There is one interesting story on crowd behavior, and if you read this story, you will learn information that could save yours or someone else's life.
  
  I have recommended this book to friends. When you read this book you will learn how to get people to like you, respect you, how to build rapport, how to adapt the stories in the book and use them in your own reality.
  
  If you were to find this review helpful, please click yes.
  
  
• A Social Psych Book We Can Use
  By A6HD47UMW7F6Y on 2000-05-25
  It's nice to finally find a book on social psychology that is actually useful. Most books that purport to teach you something about social influence are full of obvious rules such as "don't be rude to people without reason" or contradict themselves. This one doesn't.

  This book is primarily a study of psychological compliance-- what causes a person to agree to something they normally wouldn't. Cialdini rushes to explain that the techniques explained here aren't a panacea, something that elevated him in my mind-- this wasn't an "unbeatable control over everyone you meet" book. It's well-supported with references to both real-world situations and psychological experiments, and the author explains in great detail not only how the techniques are used, but also why they work and how to counteract them.

  What I found most interesting, however, is how many of the same compliance techniques Cialdini uses to get us to accept his ideas. For instance, this book is written as a guide for the victims of compliance techniques: us (Cialdini goes to great lengths to include himself in this group, using the techniques of similarity and cooperation). This is enhanced even more by his consistent use of the word "us"-- he wants us to think of him as one of us, because it increases compliance: in this case, acceptance of the book.

  This comes off as more amusing and instructive than anything else, because it really is a well-written and interesting book, with all sorts of helpful information in it. Probably the best book in the field.
  
  

• Manipulation Inoculation
  By A3LTTXLQ6Y5YBQ on 2006-07-11
  This book should be required reading in high school and beyond. When you are finished reading this book you will start to see how manipulative sales and business people are. You even start to see people you know use these tactics though probably unwittingly.
  
  My political science teacher was a master at using these principles. For example, she used to use the social proof principle in class by asking everyone to sit in the side of the room according to their political beliefs. The liberals or Democrats would sit to the left of the room and the conservatives would sit to the right. There were many naive people in our class who knew nothing about politics, but would gravitate toward the left side of the room where most of the students sat. I caught on to what she was doing so I stayed all by myself on the right side of the room out of rebelling; my friend was nice enought to stick it out with me, but let me tell you, the peer pressure is strong when your all by yourself, but my stuborness was stronger.
  
  Another tactic my teacher used was commitment and consistency. She had students write and say a speech that was contrary to their beliefs and say it in front of class. One student I knew who was pretty conservative quickly became a liberal that semester and he didn't even see it coming. It didn't seem to matter that everyone knew he was arguing contrary to his beliefs including himself. He was manipulated.
  
  I remeber the power of recprication that was used on me one time in my school library. This guy walked by me and dropped a toy with a little note on it on my table. I looked at him and thanked him thinking, wow what a nice guy. Then I read the note on the toy that read, "hi my name is joe, and I am disabled, can you please make a donation," I got really angry when I read this, but despite my anger I could feel the pressure to give this guy some money. Not only was he handicapped, but I had this toy he gave me that I couldn't possibly ever need or use. Anyway, I gave it back to him, which other students did too, but they gave him some money too, but I didn't, even though I felt like an idiot for not doing it.
  
  In my social psychology class my teacher loved to use these manipulation techniques on us. However, she did use these techniques for social reasons and not selfish ones. She wanted the students to donate blood, so she used the commitment and consistency and social proof technique, by giving u a little speech about the benefits of donating blood and the kind of people who donate the blood(nice, intelligent etc.) Then instead of giving us the name or directions of the place to go donate blood she told us to come up to the front of the room to get the piece of paper for where to go donate the blood. Well,nobody wanted to look like they were selfish or incompetent, so they went up to the front of the classroom to get the paper. Now that everbody made the small commitment to get the paper and everyone saw them get it, there would be pressure for that person to change their view of themselves, which would increase the chances of those students donating blood. Me, I just sat in my seat feeling the peer pressure once again.
  
  The stories I have are endless, but I have become very aware of being manipulated or influenced that I have become resistant to many things I know I would have easily fallen for.
  
  
• I almost feel too greedy to share such powerful knowledge
  By ATHAZ5K918HPW on 2000-09-19
  I really feel like telling the world that this book was awful, simply because I do not want anyone else to read it and gain such amazing knowledge. Possessing the invaluable insight in this book makes me feel powerful just knowing that others do not have it. But since the greatness of this book was passed along to me, I feel that it is only right to make a good review of it and possibly influence some lucky person to read it too.

  I actually first read the textbook version in college and I must admit that it was undoubtedly the only required reading in college that was actually of any value to me, except for the fact that if I didn't read all those other books I probably would have failed out. The truth is that this book made the class so worthwhile and the class actually made my whole 4 year univeristy experience complete. It was the last class I took before I graduated and without it I sincerely would not have been able to look back on my college experience and pick out any one class that stood out in my mind as totally fulfilling in every way. That class will always stand alone, and don't get me wrong, the book IS the class (with all due respect to my professor). I actually did the reading assignments before the lecture! Of course reading everything after-the-fact never stopped me from getting good grades, so why start doing it for my last class? Well this time I actually looked forward to reading what was next. Many times I had to stop myself from reading ahead just so I could concentrate on the lesson at hand.

  Actually if you find my review to be worthless and decide NOT to buy it, I will still be satisfied. Not everyone needs to know what is in this book.
  
  

• Excellent but a bit biased and contradictory
  By A18VUKD9EDHSR on 1999-10-24
  First of all, I think this is an excellent book that educates readers on the main ways they can be brainwashed and how to guard against that. The content of the book is excellent and its readibility is refreshing as well. The reader is not engulfed in extraneous technical jargon that many books are filled with. However, there are two things I've noticed while reading this book that I am critical of.

  First of all, I noticed that he only quotes research that supports his view that those principles are very effective. I know many people who would not be swayed by any of those persuasion techniques, including myself. I know of research that contradicts the power of those principles as well.

  Second, the book is clear that its intention is to help the reader safeguard himself/herself against these brainwashing techniques, HOWEVER the front and back covers of the book give the impression that it will help marketers. So there is a conflict of interest here. If he is writing the book to educate and protect the consumer, then WHY is he saying on the cover that MARKETERS and ADVERTISERS can also use the techniques in his book to brainwash the public? He does this by allowing the quote on the front cover from the Journal of Marketing Research.

  Winston
  
  

• Like Fire, this book is Friend and Foe
  By A9LIET7K21PAO on 2001-03-01
  My brother, once again, put me on a great book that I wouldn't have glanced at otherwise, Robert Cialdini's INFLUENCE, THE PSYCHOLOGY OF PERSUASION. Cialdini is mostly interested in the way marketers use psychological persuasion to sell products. He writes of 6 definite techniques in which sellers can make buyers comply. In each technique he explains a classic example of how that technique is used. He demonstrates how the Chinese Prison Camp officials were able to coax anti-American statements from American POW's during the Korean War, why 30 eye witnesses did nothing to stop the beating and murder of a woman in New York City, and how Jim Jones was able to persuade his followers to mass suicide. Scary, but they are the same phenomenon that helps Bubba sell you a car.

  The book works on both edges of the sword. While Cialdini's focus is to make consumers better informed about the way they are sold products, the quote on the front suggests that its the most important book for marketers in 10 years. Meaning that the information will not only help consumers steer clear from phony salesmen, but that phony salesmen will be even better prepared to be phony if they read the book before you. If you're Machiavellian, you'll enjoy your new powers of persuasion. If you're more virtuous, you enjoy the ability to thwart the powers of these characters. Either way, I suggest you be the first one on your block to read it.
  
  

• I think you should read this
  By A1T7RX36530GGV on 2003-09-12
  I was very dissapointed by this average book.Persuasion is another marketing trick and actually a branch of SELLING. Instead of calling his book The Power of selling which immidiately puts the author in competition with others, he smartly decided to start Moutnain Dew, instead of Sprite.
  All this praise from Warren Buffett makes me think that Warren himself is a ripp off artist who is only interested in helping the author, who happens to be his friend.
  The book is actually not defined well, but the cover will persuede you to buy it.
  The author is nothing but a smart salesman, with average writing abilities.
  Do not look for business or dating tips here.
  I am sorry but public opinion is so easily manipulated in America.And you will buy this average book, because you do not know that it is actually selling tips, organized badly and backed by studies on animals.
  Sorry,a cowsalesman will give you a better review of persuasion tricks.
  
  
• Interesting but is it actually informative?
  By A2XSY3DZZ5FICN on 2006-03-06
  I'm glad I read this book. It provides a good look at how and why people are influenced in the decisions they make. On the other hand, I find myself thinking that I haven't really learned much I didn't already know. For instance, did you know that an individual is more likely to consent to a request from someone he likes than from someone he does not like? Well, yes, you probably did know that. Yet Cialdini spends an entire 40 page chapter telling you this.
  
  
• Boring, Common Sense, written for Beginners
  By AB3B7KHEVP47K on 2002-02-24
  This book was really weak. It spent pages and pages making points that are common sense in everyday life. When I finished it, I was mad that I hadn't tossed it after being half way done.

  The author is a "goody two-shoes" college professor and the readers should be high school students. If you want to read descent books, pick up something by Robert Greene. His books at least take longer than 3 hours to read and keep you rereading them.
  
  

• Everyone should read this book
  By ATT590QPL18B0 on 2005-10-01
  When Robert Cialdini decided to write a book on Persuasion, he went to the true experts - marketing, sales and advertising experts. The result is a book that everyone in America should read and teach to their children. Never will you look at an ad, a sales pitch, an election, a movie advertisment or anything the same way again.
  
  You will learn how to recognize different manipulate techniques used by sales, advertising, politicians and anyone else who is trying to persuade you. The techniques are...
  
  
  Reciprocation
  
  When someone gives a person something, the other person will feel the need to comply with that person. That is why companies give out free samples or gifts. For example, when a salesman gives a pen, a coffee mug, a shirt, etc. to a person, that person will feel obligated to give something back - like a sale.
  
  
  Commitment/Consistency
  
  People will be more prone to move in a particular direction if they see it as being consistent with their previous committment.
  
  
  Authority
  
  People are more willing to follow the directions or recommendations of a communicator to whom they attribute relevant authority or expertise. For example, people in business suits and uniforms are seen as more credible than people in causal dress. And people are more willing to comply with an authority figure.
  
  
  Social Validation
  
  People have a tendency to take an action if there is evidence that many others are doing it.
  For example, more people prefer Brand A than the other leading brand.
  
  
  Scarcity
  
  People find objects and opportunities more attractive to the degree that they are scarce, rare, or dwindling in availability.
  
  
  Liking/Friendship
  
  People prefer to say yes to those they know and like.
  
  
  
• Dated and Basic Information - waist of time and money
  By AOD3ESPL0RU9A on 2006-12-27
  This book seems to be written in the 70s even though it was written in the mid 80s. For a fact the pictures and examples in it are from the 60s and the early 70s. The updated version I bought doesn't seem to have been updated very much since everything is still so dated. Extremely dated examples and such basic psychology that anyone with half a brain would be very board with this book very quickly. I threw it in the trash! Who are these people writing these positive reviews on this book? Can't help but assume it's the author and his friends and family writing so many positive reviews in order to dwarf any negative and keep selling the book.
  
  
• Must read for former cult members!
  By A2YQLB1HG7M0CI on 2000-07-01
  I found Cialdini's "Influence" to be one of the most valuable books I have ever read. While most will heap praise on Cialdini's ability to help us understand compliance techniques used in a business -marketing context, I'd like to focus on the insight it provides in terms of the psychological and mental manipulation used by cults. Indeed, Cialdini even provides examples dealing with Jim Jones' Peoples Temple, and the Hare Krishnas. As a former cult member myself (Maharaji's Elan Vital-formerly known as Divine Light Mission), I felt the book really helped me in gaining a greater understanding of how the process of the cult's mental manipulation took hold in my life. And in that understanding, I'm able to regain at least some of the freedom that I lost in the cult. The freedom to say yes when I want to. The freedom to say no when I want to. Most of all...the freedom to be myself.

  My thanks to Robert Cialdini!
  
  

• Yes!: 50 Scientifically Proven Ways to Be Persuasive
• NLP: The New Technology of Achievement
• Influence: Science and Practice (5th Edition)
• The Definitive Book of Body Language
• The Art of Seduction