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Influence: The Psychology of Persuasion
ISBN: 9780061241895
Influence: The Psychology of Persuasion is a groundbreaking book that delves into the fundamental principles of persuasion and influence. Written by Dr. Robert B. Cialdini, a renowned expert in the field of influence and persuasion, this book has become a classic in its genre.
Who Uses It?
Primarily, this book is used by students and professionals in fields related to marketing, sales, psychology, and social sciences. It's also a valuable resource for anyone interested in understanding why people say "yes" and how to apply these principles ethically in various contexts.
History and Editions
First published in 2006, Influence has been a major national and international bestseller with more than four million copies sold. The book is part of the Collins Business Essentials series and has been widely adopted in educational institutions and professional settings.
Author and Other Works
Dr. Robert B. Cialdini is the seminal expert in the field of influence and persuasion. His thirty-five years of rigorous, evidence-based research have led to numerous publications, including Influence. Dr. Cialdini's work focuses on understanding the six universal principles of influence: Reciprocation, Commitment and Consistency, Social Proof, Liking, Authority, and Scarcity. These principles are not only essential for becoming a skilled persuader but also for defending oneself against dishonest influence attempts.
ISBNs and Formats
Hardcover: ISBN-13: 9780061241895 (The ebook for "Influence: The Psychology of Persuasion" is available right here on eCampus.com!)
eTextbook: ISBN-13: 9780061241901 (The ebook for "Influence: The Psychology of Persuasion" is available right here on eCampus.com!)
eTextbook: ISBN-13: 9780061241918 (The ebook for "Influence: The Psychology of Persuasion" is available right here on eCampus.com!)
Loose-leaf: ISBN-13: 9780061241925
Publication Details
Publisher: Harper Business
Publication Date: 2006
Number of Pages: 336
Language: English
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Other editions and formats of Influence include:
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Chapter One
One of the reasons reciprocation can be used so effectively as a device for gaining another's compliance is its power. The rule possesses awesome strength, often producing a "yes" response to a request that, except for an existing feeling of indebtedness, would have surely been refused. Some evidence of how the rule's force can overpower the influence of other factors that normally determine whether a request will be complied with can be seen in a second result of the Regan study, Besides his interest in the impact of the reciprocate rule on compliance Regan was also interested in how liking for person affects the tendency to comply with that person's request. To measure how liking toward how affected the subjects' decisions to buy his raffle tickets, Regan had them fill out several rating scales indicating how much they liked Joe. He then compared their liking responses with the number of tickets they had purchased from Joe. There was significant tendency for subjects to by more raffle tickets from Hoe the more they liked him. But this alone is hardly a startling finding. Most of us would have guessed that people are more willing to do a favor for someone they like.
The interesting thing about the Regan experiment, however, is that the relationship between liking and compliance was completely wiped out in the condition under which subjects had been given a Coke by Joe. For those who owed him a favor, it made no difference whether they liked him or not; they felt a sense of obligation to repay him, and they did. The subjects in that condition who indicated that they disliked Joe bought just as many of his tickets as did those who indicated that they liked him. The rule for reciprocity was so strong that it simply overwhelmed the influence of a factor—liking for the requester—that normally affects the decision to comply.
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Excerpted from Influence: The Psychology of Persuasion by Robert B. Cialdini
All rights reserved by the original copyright owners. Excerpts are provided for display purposes only and may not be reproduced, reprinted or distributed without the written permission of the publisher.
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