Influence

Influence

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Cialdini, Robert B. HarperCollins Publishers, Inc., 2007 Audio summary available
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IN THIS SUMMARY

In Influence, Robert B. Cialdini combines experimental research with real world immersion studies in different professions and situations over three years to analyze the power of influence. Although the tactics he used to persuade others are numerous, Cialdini discovered the majority of people fall into one of six primary categories: reciprocation, commitment and consistency, social proof, liking, authority, and scarcity. These categories are used as “weapons of influence” to persuade people to make decisions they otherwise would not have made.