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Influence: Science and Practice is an examination of the psychology of compliance (i.e. uncovering which factors cause a person to say “yes” to another’s request).

Written in a narrative style combined with scholarly research, Cialdini combines evidence from experimental work with the techniques and strategies he gathered while working as a salesperson, fundraiser, advertiser, and in other positions inside organizations that commonly use compliance tactics to get us to say “yes.” Widely used in classes, as well as sold to people operating successfully in the business world, the eagerly awaited revision of Influence reminds the listener of the power of persuasion.

Cialdini organizes compliance techniques into six categories based on psychological principles that direct human behavior: reciprocation, consistency, social proof, liking, authority, and scarcity.

Customers say

Customers find this book to be a must-read for business professionals, with practical information and real-life examples that make it useful in everyday life. Moreover, the book is well-researched with facts from well-conducted studies, and customers appreciate its easy-to-understand writing style. Additionally, they value its content, with one customer noting how it provides a deep dive into the six principles of influence.

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