Influence: The Psychology of Persuasion

Influence: The Psychology of Persuasion

by Robert B. Cialdini

We enter the world of psychology and how to be a better salesperson (or, for those who don’t want to sell, how to ensure you aren’t being “sold” something you don’t want) in Influence: The Psychology of Persuasion by Robert Cialdini.  I will say, some of the research and examples set forth in the book are somewhat outdated (circa 1970/1980s) as it was first published in 1984.  The tenets, though, still hold true today.  It is a marketing-type book on how consumers are persuaded to purchase a particular product/service or way of thinking.  The author is a research-focused faculty member who studied human behavior/response to stimuli.  The author’s main concepts to learn include: reciprocation; commitment and consistency; social proof; liking; authority; and scarcity.  Each of the concepts are offered as ways to influence others using data and examples from US industries.  For example, he shares how the Hari Krishnas solicited by giving something away (a flower) before asking a person for something (is a person more likely to want to give you something AFTER you do something for them?  Data shows we are!)  Or getting a commitment from someone (he offers the example of being at the beach and asking your neighbor to watch your stuff while you go to the bathroom) is more likely to thwart a would-be thief than if you don’t ask someone for help.  Did you know that “laugh tracks” actually work (though must people can’t stand them)? If you are in an accident on the street in a busy city, you should make eye contact asking for help from one person rather than screaming for help (it makes a difference – WOW!).  And why are Tupperware parties (and those like it) so successful? It’s hard to say no to people you like. (No wonder why good sales people try to become our friend before selling us something!) Why do advertisers use “experts” that recommend a product? Because people in ‘authority’ tend to be more believable to those who are buying the product.  And finally, think about how ‘scarcity’ – only three of ‘this’ type of car left – tend to get people to purchase.  Cialdini has done his homework and gives a practical view on things we should think about before making that big purchase.