Influence

Psychologist Robert Cialdini's study of persuasion, first published in 1984 as Influence: The Psychology of Persuasion, examines why people say yes to requests. Combining experiments with what he learned working in sales, fundraising and advertising, Cialdini groups compliance tactics under six principles: reciprocation, consistency, social proof, liking, authority and scarcity. He shows how these mental shortcuts usually help people decide quickly, how others exploit them, and how readers can defend themselves. A later edition adds a seventh principle, unity.

Recommended by 6 people

Alex Hormozi
Patrick Bet-David: “I read this book many many many years ago it's a very very book good book”
Naval Ravikant: “I'm positive you've read this book: Robert Cialdini's Influence. Classic, classic book. Everybody should read it, memorize it”
Bill Gurley: “Books like Richard Brodie's Virus of the Mind and Robert Cialdini's Influence do a great job”
Shane Parrish: “When faced with a decision, we all believe we’re weighing the facts objectively and making rational, thoughtful decisions. In fact, science tells us that in situations requiring careful judgment, every individual is influenced by his or her own biases to some extent. Drawing on the very latest behavioral decision research this book examines judgment in a variety of managerial contexts and provides”
Tony Robbins: “Backed by 35 years of evidence-based research, Influence is recognized as one of the most influential confidence-building books.”