THIS is the book every marketer has to read!

Influence by Robert Cialdini is a book that examines the fundamental principles of influence and persuasion. The book is based on Cialdini's extensive research in the field of social psychology and provides insight into how people can be influenced to make decisions, whether it be buying a product, supporting a cause, or changing a behavior.

The book identifies six principles of influence that are commonly used by persuaders, including:

  1. Reciprocity: People feel obligated to return a favor or a gift that has been given to them.
  2. Commitment and Consistency: People prefer to be consistent in their beliefs and behaviors, so once they make a commitment, they are more likely to follow through.
  3. Social Proof: People are influenced by what others around them are doing or saying.
  4. Authority: People are more likely to follow the lead of an authority figure or expert.
  5. Liking: People are more likely to be influenced by people they like and find attractive.
  6. Scarcity: People value things that are rare or difficult to obtain.
  7. NEW! Unity, the newest principle for this edition.

Cialdini explains each of these principles in detail, providing examples of how they can be used in everyday situations, as well as how they can be used to manipulate persuade people.

One of the most important takeaways from the book is the recognition of these principles in our daily lives, and how they are used by others to persuade us. By understanding how these principles work, individuals can become more aware of when they are being influenced and make more informed decisions.

Overall, “Influence: The Psychology of Persuasion” is a must-read for anyone interested in understanding the art of persuasion and how it can be used to influence others. The book is both informative and engaging and provides valuable insights that can be applied in both personal and professional settings.


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