Influence: Science and Practice [Fourth Edition] by Robert B. Cialdini

This is without a doubt the No.1 book for anyone who really wants to understand what makes people ‘tick’.

Robert Cialdini, a professor of psychology at Arizona State University is regarded as the world’s leading expert on “Social Influence”

The book, which has sold over a million copies worldwide, explains clearly and in easy to understand language, the ways in which we are persuaded to do things for and by others.

It also offers an excellent insight for those who sell (goods or services), but more importantly for anyone who negotiates and buys.

Cialdini breaks down the core influence concept into 6 key areas

  1. Reciprocation
  2. Commitment and consistency
  3. Social proof
  4. Liking
  5. Authority
  6. Scarcity

The book is based on his extensive research and case studies conducted over several years in which Cialdini often takes a covert position in sales organisation to gain a deep understanding of why certain successful ( and some not so successful) organisations use influence to persuade people to buy.

This isn’t by any means a stuffy psychology textbook. This is something that everyone can apply and understand in life and businesses with ease.

Not only does it offer some great insights into how crazy things work (Like how companies such as Amway are so successful; and how the Krishnas built a multi-million business by giving away flowers!)

This is a must read and a definite desert island top ten choice.

Author : Robert B. Cialdini 

Content: 262 pages

ISBN Number(s): ISBN-10: 0321011473 /  ISBN-13: 978-0321011473

Published : 4th Edition – June 2000