Robert Cialdini is the true master of the science of persuasion. If you're involved with putting together marketing campaigns, making sales calls, writing advertisements, or just getting your kids to clean their rooms, this is a book you must read.
Cialdini is Regents Professor of Psychology at Arizona State University. Normally, that would mean that he would write like an academic and be interested in the arcane debates of his specialty. Fortunately for us, neither of those is true.
Dr. Cialdini writes persuasively (of course) and clearly about the practical aspects of persuasion. His books on this subject have sold more than a quarter of a million copies under slightly different titles and over several editions. They will all help you persuade people more effectively.
Cialdini lays out basic tools of influence. Actually, he calls them "weaponsä of influence, but I like the term "toolsä better. The tools are: Reciprocation; Commitment and Consistency; Social Proof; Liking; Authority; and Scarcity.
The book deals with each of these in turn. Cialdini offers engaging examples and practical applications for what you're reading.
This is simply the very best book there is on the subject by the very best expert on the subject. Youâll enjoy the book and youâll improve your ability to persuade people if you follow some of Cialdini's suggestions. Youâll also be able to spot ways that you are being influenced. Either of those outcomes is reason enough to make this book a must-read.
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Created/Revised/Reviewed: 23 August 2002
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