Influence

Influence: The psychology of persuasion

Author: Robert Cialdini, PhD
My Rating: 8/10
Length: 336 Pages

Description

In this highly acclaimed New York Times bestseller, Dr. Robert B. Cialdini—the seminal expert in the field of influence and persuasion—explains the psychology of why people say yes and how to apply these principles ethically in business and everyday situations.

You’ll learn the six universal principles of influence and how to use them to become a skilled persuader—and, just as importantly, how to defend yourself against dishonest influence attempts:

Understanding and applying the six principles ethically is cost-free and deceptively easy. Backed by Dr. Cialdini’s 35 years of evidence-based, peer-reviewed scientific research—as well as by a three-year field study on what moves people to change behavior—Influence is a comprehensive guide to using these principles effectively to amplify your ability to change the behavior of others.

The Book In 3 Sentences

Robert tells us that there are behaviors that are known as “fixed-action patterns” and can involve a range of behaviors across a range of species. They are set in action by what is known as “triggers.” “Click” a certain button and “whir!” a certain tape will play.
Respecting legitimate authority is, of course, adaptive for society. And… We need to be aware of just how easily we let go of our sense of what’s right in the face of such authority.
The blitz of modern daily life demands that we have faithful (mental) shortcuts, sound rules of thumb to handle it all. These are not luxuries any longer; they are out-and-out necessities that figure to become increasingly vital as the pulse of daily life quickens.

My High-Level Thoughts

The book walks us through six of the key triggers we are most influenced by as humans. It’s important to note that automatically responding to these triggers is something we do unconsciously EVERY day. Either if it is in your job, business, casual conversations, marketing, etc. we are always being influenced one way or another - so why not control the influence of persuasion on our terms?

Also, it is powerful to be aware of when these mechanical responses may be triggered by individuals with bad intentions so we can stop them in their tracks and choose a more rational approach.

Who Should Read It?

The book is simultaneously kind of a consumer protection guide (how not to be duped) AND a manual for marketers (how to sell your stuff!)

If you are someone who is usually very gullible to marketing and end up spending money and regretting it later, or someone who wants to be more effective at persuasion - this book is for you.

How The Book Changed Me

I didn’t realize how ‘easily influenced’ we are as humans. I went into the book wanting to become a persuasion ninja and better at communication overall (which it helped with) - however, I didn’t realize how I was already being persuaded to every day.

At the end of each chapter, Robert shares techniques on how to actually say “no” to people who are manipulating your behavior unconsciously. Now that you are primed to notice these persuasion tactics more and more (after reading the book), you can be a more conscious consumer of media and marketing.

My Top 3 Quotes

“Depending on the motives of the person wishing to use them, any of the compliance techniques discussed in this book can be employed for good or for ill.” — Robert B. Cialdini, PhD
“There is no expedient to which a man will not resort to avoid the real labor of thinking.” — Robert B. Cialdini, PhD
“The evidence is clear that the more effort that goes into a commitment, the greater is its ability to influence the attitudes of the person who made it.” — Robert B. Cialdini, PhD

Best Big Ideas

Please Note: The following is a collection of highlights taken straight from the book and online resources. Most of them are direct quotes. Some are paraphrases. Very few are my own words.

Reciprocation

This is the basic law of “give and take”. When someone gives us something, we feel (powerfully!) obliged to reciprocate. Of course, this is awesome in an authentic, trusting relationship. Not so much when used by Hare Krishnas in an airport or other people looking to manipulate.

Commitment and Consistency

Once we make a commitment or take action in a given direction, we really (!) like to be consistent. (More on this in a moment.)

Social Proof

We are strongly influenced by the behavior of others. This is why “best-selling!” is such a powerful phrase. Again, this is typically a helpful shortcut to know what’s a wise choice, but when manipulated, it’s not so cool. (Or, of course, when the herd is going in the wrong direction. :)

Liking

We are drawn to people we like—which, again, makes sense. But when people are able to pull triggers to make us like them a LOT in a very short period of time, we’d be wise to step back and see if the substance of the exchange merits our behavior or if we’re being unduly influenced by our “liking.”

Authority

We trust people in positions of authority. This is usually good. But when, for example, the American Heart Association sells its “Heart-healthy!” seal of approval to Trix and Cocoa Puffs, we’d be wise to step back and pause.

Scarcity

“Act now!” “Limited time only!” Yep. Scarcity sells. (And people marketing it are ubiquitous.) Notice how you get hooked by it, slow down, decide wisely.