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Influence: Science and Practice (5th Edition) Review
"Influence" by Robert Cialdini is one of the most wonderful and influential books I've ever read! Other books have been written on the topic, but Cialdini's is the best and most influential of them all.
"Influence" deals with the study of persuasion, compliance, and change - a subject that has application for every area of life. Cialdini presents the latest research on influence in a compelling way, clearly stating the 6 principles of influence and providing wonderful illustrations of each principle from advertising, psychology and other fields. If we understood these 6 principles better, we would be less subject to manipulation from others (for example, the manipulation to buy things we don't need or to buy more than we need). We might, in turn, also be able to understand how to influence others for good.
The 6 principles of influence are:
1. The Rule of Reciprocation: "We should try to repay in kind what another person has provided us."
2. Commitment and Consistency: "Once we make a choice or take a stand, we will encounter personal and interpersonal pressures to behave consistently with that commitment."
3. Social Proof: "We determine what is correct by finding out what other people think is correct."
4. Liking: "We most prefer to say yes to the requests of people we know and like."
5. Authority - we have a deep-seated sense of duty to authority
6. Scarcity - something is more valuable when it is less available
I find that in my own life, these 6 principles are remarkably powerful and have the ability to explain a lot of the behavior I observe as a father, teacher, and priest. We would all benefit from memorizing and mastering these six principles. They are simple but extremely powerful. My daughter read this book when she was 14 or 15, and I had to wrestle with her to get it back because she loved it so much! I only hope she doesn't begin using the principles against me!
One of the best parts of the book is the wonderful examples of each principle that Cialdini provides. An experiment to demonstrate the principle of authority, conducted by Stanley Milgram, is the classic example. In this experiment, two volunteers show up to help with an experiment, purportedly to test the effect of punishment on learning and memory. A researcher in a lab coat with a clipboard explains the experiment to the volunteers and that one is to take the role of the Teacher, who will administer increasingly higher levels of electric shock to the other volunteer, the Learner. Every time the Learner got a question incorrect, the Teacher was to administer a higher level of shock. However, the real experiment was to test how willing the Teacher was to administer pain to the innocent Learner, who was not really another volunteer but an actor pretending to be in increasing stages of pain. The results shocked everyone, for Milgram discovered that about two-thirds of the subjects were willing to administer the highest level of electric shock. The reason? Their deep-seated duty to authority.
Influence is filled with many such fascinating and useful examples of how our lives are influenced by others. I highly recommend the book to all readers, for influence is something common to us all, for good or for evil.
Influence: Science and Practice (5th Edition) Overview
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). 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 in other positions inside organizations that commonly use compliance tactics to get us to say "yes." Widely used in 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.
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