Review: Influence

How did Gordon Liddy get Jeb Magruder and John Mitchell to okay the numbskull Watergate break-in? Why did American PeWs in Korea respond to Chinese Communist indoctrination? As self-helpers go, this is both unusually substantive and unusually instructive--it could even save your life. Cialdini, a specialist in social psychology at Arizona State U., examines six ""weapons of influence"" that operate automatically, and which ""compliance professionals"" (con men, salesmen, admen) exploit: reciprocation (if someone has given you a present or don you a favor, you'll probably agree to do or buy something in return, regardless); commitment and consistency (if you've committed yourself publicly, and especially on paper, you're likely to follow through); social proof (if others are doing something, it seems the right thing to do); liking (people we like--because they're attractive-looking, because they're similar to us, or flatter us, or sympathize with us--can get us to do as they ask); scarcity (the scarce--goods, information--is wanted, the suddenly scarce most-wanted). In the case of Watergate, reciprocity was operating in conjunction with ""perceptual contrast"": Liddy had progressively scaled-down his scheme (from the original call-girl/kidnapping/etc. proposal) until it seemed relatively innocuous. In Korea, commitment and consistency were the operative factors: the Chinese secured slight, written concessions--anti-American or pro-Chinese--which, being voluntary (a fascinating, layered discussion), the POWs internalized and added-to. The life-saving stratagem is related to social proof--and the Kitty Genovese murder. It wasn't urban apathy that stopped her 38 neighbors from calling the police, Cialdini finds (as usual, citing research): with so many, the personal responsibility of each is reduced; and, in their uncertainty, all look to the others for expressions of concern. If you find yourself in an emergency, he advises, single out one bystander (""You, sir, in the blue jacket, I need help"") and give precise instructions (""Call an ambulance""); then, others will help too. Also aired: the Good Cop/Bad Cop ploy to get confessions (liking); the grisly Milgram electric-shock experiments (authority); ""the Romeo and Juliet effect"" (scarcity); and much else. A viable, positive way to learn to say no.

Albeit a psychology book, this is not only a wonderful read but also very pertinent to the field of marketing. - Recommended by Justin, Marketing Club President

Really interesting read. After reading this I can see where other people have used these stratigies against me. I recomend this book it will help you out in the long run.

Review: Influence: The Psychology of Persuasion

Incredibly thought provoking and well researched guide to getting people to behave in a way you desire. Based around the 6 weapons of influence: reciprocation, commitment & consistency, social proof ... Read full review

Review: Influence: The Psychology of Persuasion

I learned about most of these studies when I was in college, but it was nice to re-read them again. Most of them were conducted during the sixties and seventies, and I wonder if much has changed ... Read full review

Review: Influence: The Psychology of Persuasion

Look, I'm going to make it easy for you, just go get this book and read it, you can thank me later. Seriously, would I steer you wrong? Read full review

Review: Influence: The Psychology of Persuasion

just like it,not really and not amazing. Read full review

Review: Influence: The Psychology of Persuasion

A very interesting book on Social Psychology describing the influences of Social Proof, Reciprocating etc. Some of the ideas explored - such as the power of written commitment will help you improve ... Read full review

Review: Influence: The Psychology of Persuasion

Very believable. Influence is so dangerous at times that one should know the power that which they are wielding. This book gives some thought to the question and breaks down influence's chaotic tendencies. Read full review

Review: Influence: The Psychology of Persuasion

Absolutely loved this book. So, so interesting. A bit dated, could use a follow-up but the lessons were evergreen. Read full review