Cesare Maccari, Cicero Denounces Catiline, ca. 1889. via Wikimedia Commons, public domain
Harper Business
Influence: The Psychology of Persuasion
The six principles of why people say yes.
$20.00
Available · worldwide delivery
- Author
- Robert B. Cialdini
- Publisher
- Harper Business
- Published
- January 2021
- Pages
- 0
- Format
- Hardcover
- Size
- Standard
- Language
- English
The Library Essay
Yes Has a Mechanism
Robert Cialdini, a social psychologist at Arizona State, did his fieldwork undercover, taking sales trainings and studying compliance professionals to learn how agreement is actually manufactured. Influence, first published in 1984, organised what he found into six principles, reciprocation, commitment, social proof, liking, authority and scarcity, each backed by experiment and each illustrated by the small daily ambushes everyone recognises.
The book has sold in the millions and is assigned to marketers and to their intended victims alike, which was rather Cialdini's point; the principles defend as well as they attack. The expanded 2021 edition adds a seventh principle, unity, and forty years of accumulated evidence to what was already the standard work on persuasion.
In the Collections
