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Influence - Robert B. Cialdini, PhD


By Robert B. Cialdini, PhD

  • Release Date: 2009-06-02
  • Genre: Self-Improvement
Score: 4.5
From 305 Ratings


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:

ReciprocationCommitment and ConsistencySocial Proof Liking AuthorityScarcityUnity, 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.


  • Great Book on the Psychology of Influence

    By Juancho43PR
    If you wanna know why people behave differently under different sales tactics, this book is for you.
  • Enlightening

    By Simmie Joe
    I bought this book to help me in sales. It opened my eyes to way more than I expected. I truly enjoyed reading this book. It was well written, the stories were meaningful and supported the science. I would definitely recommend it to anyone wanting to find out about human nature, and how we as human beings react compulsively without even realizing what we are doing. Very enlightening!
  • Terrifying

    By YourMom84
    Terrifying, but a must-read for everyone. Might want to follow it up with something like The Psychopath Next Door if you can work up the nerve to confront some very harsh realities about people
  • Don’t use Apple iBooks

    By HeavyGuns
    Apple iBooks is a horrible platform as an e-reader, so tedious just to make highlights and it deleted my highlights in this entire book. The book is good though
  • Good, but it can improve

    By Berryandnuts
    The book has a of lot interesting/valuable information. But, there were times I cringed at the authors writing. He mentions blacks “perceived” discrimination when references discrimination in the 1960s. But in reality, some white people where fully aware of the discrimination whether they supported discrimination or advocated against it during the 1960s. It was not subjective. It was not perceived. It was a fact. Also, he references an African tribe as being primitive, which by definition means uncivilized. What is considered civilized or uncivilized is relative. To me the black and African references seemed to be racist. Nevertheless this book was written in a time where many people, especially white, where unaware of micro-aggressions or small acts of racism. Therefore, it’s possible he did not have the intention to be micro-aggressive. It takes a lot of work to uncover micro-aggression in your own actions, but once you do it’s hard to unsee it. Hopefully, he’s aware of micro-aggressions now and his writing is more objective than subjective.
  • Indispensable

    By Alex Banuelos
    As I began to read this book, I first had the impression I was being presented with nothing more than cute common sense. After a couple chapters, though, its contents began reframing my view of the world in influential and inspiring ways. This book has changed my life dramatically. Thank you for your thorough work, Dr. Cialdini.
  • Practical

    It was psychology without the jargon. A good book to enhance your critical thinking skills and the book highlights how important that skill is today. Great real world examples!
  • Sloppy digitization

    The ebook has none of the illustrations and photos that are included in the printed version.
  • Not bad

    By MarcoCrrnz
    The book takes a humorous approach in explaining why we get persuaded by salespeople and advertisers.
  • Insightful Read With Lots of Research Anecdotes

    By ahlac
    This book was first published in 1984. No doubt, there is much greater awareness of the psychological fallacies today. A lot of the cited research were from the 1970s and I was a bit disappointed than the anecdotes (e.g. Tupperware parties) were also from that era. It would be great to see an updated version with modern anecdotes, e.g. how Facebook leveraged the same "endless chain" strategy (win a user, then get friend list to market to) to grow its user base.