Why do we say yes when we mean no? In this expanded edition, Robert Cialdini reveals the subtle science behind influence. From social proof to scarcity, he unpacks how persuasion works - and how to use it wisely. A masterclass in communication, decision-making, and the psychology of why we act the way we do.
Key Feature
• Outlines the principle of reciprocity, explaining how humans feel a social obligation to return favors or gifts.
• Explores the concept of commitment and consistency, where individuals feel internal pressure to align their actions with previous public statements.
• Examines social proof as a psychological shortcut where people look to others to determine correct behavior in uncertain situations.
• Details the principle of authority, showing how people are more likely to be persuaded by those they perceive as experts or credible figures.
• Highlights the importance of liking, demonstrating that people are more easily influenced by those they find similar, attractive, or cooperative.
• Describes the scarcity principle, which posits that people value items or opportunities more when they are perceived as rare or limited.
• Introduces the principle of unity in newer editions, focusing on the shared identity and the feeling of being "one of us" as a powerful motivator.
• Provides defensive strategies to recognize and resist unethical influence attempts in business and everyday settings.
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