Influence: The Psychology of Persuasion
Robert Cialdini's classic study of the six principles that make people say yes, from reciprocity to scarcity and social proof.
Robert Cialdini, a social psychologist, spent years studying how people are persuaded to say yes. The book lays out six principles that drive compliance: reciprocity, commitment and consistency, social proof, authority, liking, and scarcity. Drawing on experiments and on time spent with salespeople and fundraisers, Cialdini shows how these levers work and how to recognize when they are being used on you. It has become a standard reference in marketing and behavioral science.
Recommended by 6 People
Codie Sanchez
Most people do not know how to sell. This will fix that. It will help you actually figure out what to say in the pitch before you say anything. Read this if you want to close a lot more deals.
Derek Sivers
Classic book on the psychology of persuasion. I read it 15 years ago, thought about it ever since, and re-read it now. How to get a 700% improvement in volunteers. How to sell more by doubling your prices.
Charlie Munger
I immediately sent copies of Cialdini's book to all my children. I also gave Cialdini a share of Berkshire stock [Class A] to thank him for what he had done for me and the public.
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