Influence, New and Expanded: The Psychology of Persuasion

Written by Robert B. Cialdini

Narrated by Robert B. Cialdini

The foundational and wildly popular go-to resource for influence and persuasion—a renowned international bestseller, with over 5 million copies sold—now revised adding: new research, new insights, new examples, and online applications.

In the new edition of this highly acclaimed bestseller, Robert Cialdini—New York Times bestselling author of Pre-Suasion and the seminal expert in the fields of influence and persuasion—explains the psychology of why people say yes and how to apply these insights ethically in business and everyday settings. Using memorable stories and relatable examples, Cialdini makes this crucially important subject surprisingly easy. With Cialdini as a guide, you don’t have to be a scientist to learn how to use this science.

You’ll learn Cialdini’s Universal Principles of Influence, including new research and new uses so you can become an even more skilled persuader—and just as importantly, you’ll learn how to defend yourself against unethical influence attempts. You may think you know these principles, but without understanding their intricacies, you may be ceding their power to someone else.

Cialdini’s Principles of Persuasion:

• Reciprocation
• Commitment and Consistency
• Social Proof 
• Liking 
• Authority
• Scarcity
• Unity, the newest principle for this edition

Understanding and applying the principles ethically is cost-free and deceptively easy. Backed by Dr. Cialdini’s 35 years of evidence-based, peer-reviewed scientific research—including a three-year field study on what leads people to change—Influence is a comprehensive guide to using these principles to move others in your direction.

Supplemental enhancement PDF accompanies the audiobook.

• Language: English
• Publisher: HarperAudio
• Release date: May 4, 2021
• ISBN: 9780063097797

Robert B. Cialdini

Robert B. Cialdini, PhD is an award-winning behavioral scientist and author.  He is the president and CEO of Influence at Work, focusing on live and virtual keynotes, streaming and online corporate training. In acknowledgement of his outstanding research achievements and contributions in behavioral science, Dr. Cialdini was elected to the American Academy of Arts & Sciences and the National Academy of Sciences. He has over 230 professional and scientific publications. Robert Cialdini is Regents' Professor Emeritus of Psychology and Marketing at Arizona State University. Dr. Cialdini is known as the foundational expert in the science of influence and how to apply it ethically in business and elsewhere, and his Principles of Persuasion have become the cornerstone for any organization serious about increasing their effectiveness in sales, leadership, marketing, management and communication. He is a three-time New York Times bestselling author, with more than 5 million copies sold throughout the world. He is frequently referred to as the “Godfather of Influence.”

Reviews for Influence, New and Expanded

[chuksez · Rating: 5 out of 5 stars]

A Masterclass in influence and a complete defence system against unscrupulous compliance professionals

[Anna Marie Senior · Rating: 5 out of 5 stars]

A great book to help you negotiate, How not be swept away by all too common tactics by self interested parties looking to take advantage of you, Clear audio and good story telling.
5 star

[Mikhail Packer · Rating: 5 out of 5 stars]

Dr Cialdini has a manner of speaking wow I never felt left out or that I was being talked down too, so many of these books do, you know (that not so fresh feeling) A pleasure & got the idea we were in the den discussing one topic or another very well put I would recommend this book. Thank you

[Hibiscus Queen · Rating: 5 out of 5 stars]

This book is remarkable. I have learned how to communicate better as a leader of a growing technology company by applying the principles shared here. I have also been able to inspire my team to achieve more and believe in themselves.
I love you, Dr Robert Cialdini.
Donald Okaragba, Co-founder & CEO, Meck Health

[benkaboo-51322 · Rating: 3 out of 5 stars]

Summary: An intesting book about the way humans use and abuse automatic behaviour. Kind of like the Gruen Transfer tv show in book form.

Things I Liked:

Scientific basis: Many if not all of his main points are backed up by at least one scientific study which he mentions and often critiques or demonstrates the flaws of.

Amusing examples: Stories submitted by the readers and the ones provided by the author himself are easy to engage with and use relevant examples.

Integration: Towards the end of the book a lot of the stories while demonstrating one principal actually backreference some of the earlier ones. I
enjoyed this and felt it helped me in understand the general themes and messages of the author.

Thing I thought could have been improved:

80s feel: I'm not quite sure what era it was but a lot of the examples seemed to be from way back when (car sales people; door to door salesmen). It would have been good if the books could have been updated for the modern contexts of Internet scams and viagra commericals ;-)

Text based: Picture tells a thousand words and I think a few diagrams might have helped reinforce the material. As it was I felt I was forgetting some of the old stuff while learning the new stuff. Some pictures may have helped to stem the bleed and provide some simple ways to review the material.

Standout:

Story of 38 people who watched someone get attacked three times and eventually killed while the person screamed for help in NY city. Why'd they do it? Automatic behaviour.

[rajivc_18 · Rating: 5 out of 5 stars]

How Do You Influence People? People have tried to influence others for centuries now. They will probably continue to do so in the coming centuries. How can you influence people’s minds? This is a question that haunts people. In the last few decades, several authors have studied this subject. There is an article in Forbes that lists five ways to influence people. David van Rooy in Inc.com lists six ways you can influence people. Searching the internet will throw up a host of material on the subject. These articles focus on strategies. In what way is Robert Cialdini’s book, “Influence” different? Synopsis of the book. In his preface, the author writes about how he himself has been ‘victim’ to some of these methods—or strategies. This prompted him to study the way you can influence people’s minds and actions. He then analyzes the six primary tools of influence that people and companies use at various points in time. These are: 1. Reciprocation2. Commitment & Consistency3. Social Proof4. Liking,5. Authority6. Scarcity In each chapter, Robert Cialdini analyzes how people use, and misuse, these “tools of influence” sometimes to sell products, sometimes to influence your opinion, or for various other purposes. The author has analyzed how these tools work, and what makes them so effective. I like two additional things. Robert includes a section in which he suggests strategies, or approaches, to help us counter some of these influencing strategies people use. He concludes each chapter with a letter from a reader. This person writes about how they were affected by the particular factor that is the focus of that chapter.Overall Impression Last year, I did a course by Guy Kawasaki on Udemy, and this was one of the two books he had strongly recommended we read. I am glad that I bought it and read it. It is an excellent book. I have highlighted many sections and made many notes throughout the book. It is invaluable.

[nicdevera-16450 · Rating: 2 out of 5 stars]

Considered a classic, and a little dated. Anecdotal, often superseded by newer science like Kahneman & Tversky, Dan Ariely, etc.

[skybalon · Rating: 4 out of 5 stars]

A good book that synthesizes a lot of the latest in brain science related to persuasion into one easy-to-read book. Because it is not about brain science directly there are more in depth books that might give more background that would be helpful, but if one is willing to just accept the science this book is good. Recommended.

[scottcholstad · Rating: 5 out of 5 stars]

An excellent book that every (business) leader should read. Particularly if these concepts are not innate knowledge and practices for said business leaders. Recommended.

[jonimfisher · Rating: 5 out of 5 stars]

Powerful, insightful book on marketing from the perspective of the buyer. As an author, I had difficulty trying to identify my core readership. This book helped and I discovered my most-devoted fans were not the demographic I had imagined. This book delivers practical techniques and tips on identifying and reaching your buyers (readers).

[stevenjohntait · Rating: 4 out of 5 stars]

Very insightful.

[funkydung-1 · Rating: 4 out of 5 stars]

Some of the contemporary examples and references are a bit dated (such as the "click-whirr" of tape players), but the information is fascinating and useful. This book is simple to read and should be of great interest to anyone who doesn't want to be conned, swindled, finagled, cheated, misled, or otherwise tricked into loss of life, liberty, or property at the hands of unscrupulous merchants, politicians, or anyone else.

[hermit_9_1 · Rating: 2 out of 5 stars]

While the book is well-researched, Cialdini has no concept of brevity. To pad the content of the book, he bludgeons with repetition. I suggest skimming rather than reading.

[burhan88-1 · Rating: 5 out of 5 stars]

This book shows us our weaknesses and how we can and will be exploited. Also many good interesting examples and solutions.

[thecrow2 · Rating: 5 out of 5 stars]

You're an individual, right? You have your own thoughts, your own opinion, right? Wrong.... Read this book, and you'll know why. An eye-opener about persuasion, business trick and generally about why we say yes when we don't even want...

[lauriebrown54 · Rating: 5 out of 5 stars]

Author Cialdini began the research that would lead to this book when he got tired of being taken advantage of. He’s not unintelligent, yet he would find himself talked into buying things he didn’t want at all. What was happening? It turns out that there are some basic ways that humans are influenced, and most people follow them without questioning. Some are just the easy way to deal with situations, while some actually create discomfort when one refuses to follow the social conventions. Cialdini breaks it all down into six methods of getting people to do things the way the user wants them to: reciprocation- if someone does something for you, no matter how small, you must then do what they want you to do, hence all those charities that send you return address labels; commitment and consistency-if they can get you to establish yourself as something, say, someone who likes to go out to dinner by asking you about your habits in a survey, then ask you to buy a coupon book for dining out, you are more apt to buy the thing rather than risk the image built in the survey; social proof- if other people think a certain way, so should you- the canned laughter on sitcoms is the most common use of this; liking- this comes into play in ploys like Tupperware parties, where because the person benefiting is your friend you feel you *have* to buy something, it is brought into play by having the seller be someone attractive and dress like and have similar values to you; authority- 9 out of 10 doctors recommend this drug!; and scarcity- hurry, only 10 left! -or limited edition items. We’ve all seen these ploys; we’ve all fallen prey to them. The author gives a few suggestions as to how to prevent yourself from doing so in the future. Basically it comes down to being willing to break social rules, like the one of reciprocity. One must remember to think about every interaction where someone wants something from you, rather than running on auto pilot. It’s an interesting book. Not only does Cialdini have a lot of studies to back up his thesis, but he’s an entertaining writer.

[parryhotter_1 · Rating: 4 out of 5 stars]

A good review of literature in easy to read format. A must for sales and marketing folks looking to dig deeper. However most of the research comes from college students in the USA so it may be more narrow than indicated. Great way to be on the lookout for manipulation as well.

[red4yardbird · Rating: 4 out of 5 stars]

Been wanting to read something by Cialdini for a while, actually ever since I listened to one of his lectures - which was great. A day after I finished it, someone stopped us in the street selling timeshare. The commitment-consistency; contrast & reciprocity techniques were all there in the pitch (...and we didn't buy) [Sep-07:]

[callmejacx · Rating: 5 out of 5 stars]

I learned a lot from this book. I wasn't in the mood to read this book at this time but glad that I did. It sure opened my eyes. Those sales men sure know how to presuade us to do things we might not have normally done. Now that I know their secrets I am going to show them. I am not just a pretty blonde anymore. tee hee.

[ennui2342 · Rating: 3 out of 5 stars]

Required reading for all marketing professionals. The book details the most common approaches to influencing the decisions of others, backed up by the authors time spent infiltrating direct marketing companies and the like. Offers handy hints on how to spot when you're being manipulated and how to handle it.A very enjoyable read, should leave you much more aware of how you're being played next time you're in the market for a used car.

[rightantler · Rating: 4 out of 5 stars]

This is a classic. Covering Reciprocity, Commitment and consistency, Social proof, Liking, Authority and Scarcity it is a definitive introduction to how we are influenced. Many of the examples may now seem old hat, but a quick study of tv advertising suggests that they are more relevant not less.

[realisttheorist · Rating: 5 out of 5 stars]

Using a wide range of examples, from salesmen to prison interrogators to data gathered in sociology experiments, Cialdini shows various methods used to influence people.He classifies the "influences" into major categories, and provides suggestions about how to deal with them.Unlike some other authors, Cialdini does not take a cynical attitude and conclude that we're all irrational, because we can be influenced. His is a positive and scientific approach. He explains why we might make certain errors and be influenced in certain ways, and shows that there ways to correct our mistakes.Not an earth-shattering book if one has read similar ones (say, about sales-techniques). If one has not, then this is a good place to start.

[itst_2 · Rating: 4 out of 5 stars]

This book was recommended to my by a collegue & friend. We are working in the field of online community management.Mr Cialdini shares a lot of stories and thoughts on the subject at hand. Each "technique" is backed by examples and narrated studies (complete with references). In contrast to other books on this subject is seems very well recherched and is, despite the topic, fun to read.

[lorin_40 · Rating: 4 out of 5 stars]

Human beings use a number of heuristics to simplify our decision-making processes. Unfortunately, these heuristics can be exploited by other people for personal gain. Cialdini describes how people can be influenced to do things contrary to their own best interests by describing a series of psychology experiments that have been conducted by him as well as other psychologists. He also offers some strategies for defence against unwanted influence.