Influence, New and Expanded: The Ultimate Guide to Persuasion
In this highly acclaimed book, Dr. Robert B. Cialdini, an expert in the field of influence and persuasion, shares his seven principles of ethical persuasion. Based on 35 years of evidence-based research, this book is a must-read for anyone who wants to understand the psychology of why people say “yes.”
The Seven Principles of Persuasion
- Reciprocation: People feel obligated to give back to others who have given to them.
- Liking: People are more likely to be influenced by people they like.
- Social Proof: People look to the actions of others to determine their own.
- Authority: People are more likely to obey authority figures.
- Scarcity: People want more of what they can have less of.
- Commitment and Consistency: People want to be consistent with their previous commitments.
- Unity: The more we identify with others, the more we are likely to be influenced by them.
A Masterclass in Influence
“Influence, New and Expanded” is not just a book about marketing or sales; it’s a book about human behavior. It provides a framework for understanding how we make decisions and how we can use that knowledge to become more effective communicators and influencers.