Influence

by Cialdini, Robert B.

• ISBN13: 9780321011473
• ISBN10: 0321011473
• Edition: 4th
• Format: Paperback
• Copyright: 2009-01-01
• Publisher: Prentice Hall

Summary

Influence: Science and Practice is an examination of the psychology of compliance (i.e. uncovering which factors cause a person to say "yes" to another's request) and is written in a narrative style combined with scholarly research. Cialdini combines evidence from experimental work with the techniques and strategies he gathered while working as a salesperson, fundraiser, advertiser, and other positions, inside organizations that commonly use compliance tactics to get us to say "yes." Widely used in graduate and undergraduate psychology and management classes, as well as sold to people operating successfully in the business world, the eagerly awaited revision of Influence reminds the reader of the power of persuasion. Cialdini organizes compliance techniques into six categories based on psychological principles that direct human behavior: reciprocation, consistency, social proof, liking, authority, and scarcity. New Reader's Reports are included in the Fourth Edition and illustrate how readers have used one of the principles or have had a principle of influence used on them.

Table of Contents

Preface	vii
Introduction	ix
Weapons of Influence	1	(18)
Click, whirr	3	(3)
Betting the Shortcut Odds	6	(4)
The Profiteers	10	(2)
Jujitsu	12	(4)
Summary	16	(1)
Study Questions	17	(2)
Reciprocation: The Old Give and Take ... and Take	19	(33)
How the Rule works	21	(15)
The Rule Is Overpowering	22	(4)
Politics	26	(1)
The Not-So-Free Sample	27	(3)
The Rule Enforces Uninvited Debts	30	(3)
The Rule Can Trigger Unequal Exchanges	33	(3)
Reciprocal Concessions	36	(2)
Rejection-Then-Retreat	38	(8)
Reciprocal Concessions, Perceptual Contrast, and the Watergate Mystery	40	(3)
Damned If You Do, Damned If You Don't	43	(1)
Here's My Blood, and Do Call Again	44	(1)
The Sweet, Secret Side Effects	44	(1)
Responsibility	45	(1)
Satisfaction	45	(1)
Defense	46	(4)
Rejecting the Rule	46	(1)
Smoking Out the Enemy	47	(3)
Summary	50	(1)
Study Questions	51	(1)
Commitment and Consistency: Hobgoblins of the Mind	52	(46)
Whirring Along	54	(7)
The Quick Fix	55	(1)
The Foolish Fortress	55	(3)
Seek and Hide	58	(3)
Commitment Is the Key	61	(29)
Hearts and Minds	67	(1)
The Magic Act	68	(4)
The Public Eye	72	(3)
The Effort Extra	75	(5)
The Inner Choice	80	(4)
Growing Legs to Stand On	84	(3)
Standing Up for the Public Good	87	(3)
Defense	90	(5)
Stomach Signs	91	(2)
Heart-of-Hearts Signs	93	(2)
Summary	95	(1)
Study Questions	96	(2)
Social Proof: Truths Are Us	98	(45)
The Principle of Social Proof	100	(11)
People Power	101	(3)
After the Deluge	104	(7)
Cause of Death: Uncertain(ty)	111	(8)
A Scientific Approach	115	(2)
Devictimizing Yourself	117	(2)
Monkey Me, Monkey Do	119	(15)
Monkey Die	121	(9)
Monkey Island	130	(4)
Defense	134	(6)
Sabotage	134	(3)
Looking Up	137	(3)
Summary	140	(1)
Study Questions	141	(2)
Liking: The Friendly Thief	143	(35)
Making Friends to Influence People	147	(1)
Why Do I Like You? Let Me List the Reasons	148	(13)
Physical Attractiveness	148	(2)
Similarity	150	(2)
Compliments	152	(2)
Contact and Cooperation	154	(2)
Off to Camp	156	(2)
Back to School	158	(3)
Conditioning and Association	161	(13)
Does the name Pavlov Ring a Bell?	167	(1)
From the News and Weather to the Sports	168	(6)
Defense	174	(2)
Summary	176	(1)
Study Questions	176	(2)
Authority: Directed Deference	178	(25)
The Power of Authority Pressure	180	(5)
The Allures and Dangers of Blind Obedience	185	(3)
Connotation Not Content	188	(8)
Titles	188	(5)
Clothes	193	(2)
Trappings	195	(1)
Defense	196	(4)
Authoritative Authority	196	(1)
Sly Sincerity	197	(3)
Summary	200	(1)
Study Questions	201	(2)
Scarcity: The Rule of the Few	203	(30)
Less Is Best and Loss Is Worst	204	(4)
Limited Numbers	205	(2)
Time Limits	207	(1)
Psychological Reactance	208	(10)
Adult Reactance: Love, Guns, and Suds	212	(3)
Censorship	215	(3)
Optimal Conditions	218	(10)
New Scarcity: Costlier Cookies and Civil Conflict	219	(4)
Competition for Scarce Resources: Foolish Fury	223	(5)
Defense	228	(3)
Summary	231	(1)
Study Questions	231	(2)
Instant Influence: Primitive Consent for an Automatic Age	233	(8)
Primitive Automaticity	234	(2)
Modern Automaticity	236	(2)
Shortcuts Shall Be Sacred	238	(1)
Summary	239	(1)
Study Questions	240	(1)
References	241	(16)
Index	257

Excerpts

The initial version of Influence was designed for the popular reader, and as such, an attempt was made to write it in an engaging style. In the subsequent versions, that style is retained, but in addition, I present the research evidence for my statements, recommendations, and conclusions. Although they are dramatized and corroborated through such devices as interviews, quotes, and systematic personal observations, the conclusions of Influence are based on controlled, psychological research. This fact allows the instructor, the student, and the popular reader to feel confident that the book is not "pop" psychology but represents work that is scientifically grounded. The subsequent versions also provide new and updated material, chapter summaries, and study questions to enhance its classroom utility.A potentially attractive feature of the present version of Influence lies in its ability to serve as an enjoyable, practical, yet scientifically documented text for both students and the general reader. For students, one way to view the book, then, is to see it as a refreshing change of pace (from standard text material) that does not retreat from scientific respectability. In a related vein, for both students and the general reader, the book might be seen as a way to demonstrate that, properly presented, what often seems like dry science can actually prove to be lively, useful, and relevant to all readers' personal lives.COMMENT ON THE FOURTH EDITION OFINFLUENCE: SCIENCE AND PRACTICE It has been some time since Influence was last published. In the interim, some things have happened that deserve a place in this new edition. First, we now know more about the influence process than before. The study of persuasion, compliance, and change has advanced, and the pages that follow have been adapted to reflect that progress. In addition to an overall update of the material, I have expanded a feature that was stimulated by the responses of prior readers.This feature highlights the experiences of individuals who have read Influence, recognized how one of the principles worked on (or for) them in a particular instance, and wrote to me describing the event. Their descriptions, which appear in the "Reader's Reports" in each chapter, illustrate how easily and frequently we can fall victim to the influence process in our everyday lives.An array of people deserve and have my appreciation for their aid in making Influence possible. Several of my academic colleagues read and provided perceptive comments on the entire manuscript in its initial draft form, greatly strengthening the subsequent version. They are Gus Levine, Doug Kenrick, Art Beaman, and Mark Zanna. In addition, the first draft was read by a few family members and friends Richard and Gloria Cialdini, Bobette Gorden, and Ted Hall-who offered not only much-needed emotional support but insightful substantive commentary as well.A second, larger group provided helpful suggestions for selected chapters or groups of chapters: Todd Anderson, Sandy Braver, Catherine Chambers, Judi Cialdini, Nancy Eisenberg, Larry Ettkin, Joanne Gersten, Jeff Goldstein, Betsy Hans, Valerie Hans, Joe Hepworth, Holly Hunt, Ann Inskeep, Barry Leshowitz, Darwyn Linder, Debbie Littler, John Mowen, Igor Pavlov, Janis Posner, Trish Puryear, Marilyn Rall, John Reich, Peter Reingen, Diane Ruble, Phyllis Sensenig, Roman Sherman, and Henry Wellman.Certain people were instrumental at the beginning stages. John Staley was the first publishing professional to recognize the project's potential. Jim Sherman, Al Goethals, John Keating, Dan Wagner, Dalmas Taylor, Wendy Wood, and David Watson provided early, positive reviews that encouraged author and editors alike. My editors at Allyn and Bacon, Carolyn Merrill and Jodi Devine, were consistently congenial, helpful, and insightful. I would like to thank the following users of the third edition f