Influence Summary

Summary of Influence Book by Robert Cialdini, Ph.D.

Name: Influence
Rating: 4.7 (3411 reviews)
Author: Robert Cialdini, Ph.D.

4.7 . 3411 reviews

Short summary

This summary gives you tips on how to defend yourself against the influence of marketing professionals, and shows you how you can be a skilled persuader yourself. It shows us various psychological tactics used by compliance practitioners such as fund raisers, sales people, and car dealers to influence us into agreeing to what we usually wouldn’t agree to. Robert B. Cialdini, Ph.D. is a professor, psychologist and an author. He is the regents’ professor emeritus of Psychology and Marketing at Arizona State University. Robert B. Cialdini, Ph.D. is also president of Influence At Work, an international training, speaking, and consulting company. He was a visiting professor of marketing, business and psychology at Stanford University and University of California. In 2019, He became a member of the National Academy of Sciences. “The truly gifted negotiator, then, is one whose initial position is exaggerated enough to allow for a series of concessions that will yield a desirable final offer from the opponent, yet is not so outlandish as to be seen as illegitimate from the start.” ~ Robert B. Cialdini, Ph.D.

12 min

7 key points

6 insights

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Table of content

Summary of Influence
About the author
What is Influence about?
Who should read Influence
Topics in Influence

first key point

Weapons of influence are action patterns used as a basis for power

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In the natural habitat of animals, there are some fixed-activity patterns that occur in the same manner and order in response to a given action or symbol. For instance, using a “cheep-cheep” sound, a mother Turkey guards, feeds, and cares for her young. At this time, odor, touch, and sight seem to have little effect on the turkey. It will ignore or even kill a chick that does not make the “cheep-cheep” sound. Observe how fixed action patterns behave like tape recordings, requiring only a trigger to playback an alternative behavior sequence. Humans, too, have pre-programmed recordings based on preconceptions we've grown up with and accepted. They appear as a ready-made automatic weapon of influence in the hands of those who know how to wield it.

It's human nature to detest someone who offers us bad news, even if they didn't cause it; Its mere mention triggers our aversion.

Persuasion is like an automatic weapon that’s divided into three parts:
• A complex and subtle mechanism that activates the weapon
• Anyone who knows how to trigger them can utilize the power
• Automated influence weapons give power to those who wield them.

The person holding the weapon uses its power to persuade a person without being manipulative. An example is how we distinguish between two objects. When two things are presented consecutively, we tend to see the second item differently. To persuade someone about our ideas, we first downplay a similar idea that belongs to someone else. This is why sellers show potential buyers the most costly item first, then work their way down to persuade them into buying something else because the next items appear cheaper in comparison. This summary explains why you select persuasion. In this read, you will also learn principles that can be used in everyday life.

second key point

Humans live strictly by a rule of reciprocation that makes them seek to give back what they take

When someone sends us a present, invites us to an event, remembers our birthday, or does us a favor, we feel obligated to return the favor in kind. Humans detest being owed money to the point that a tiny gift or favor will often elicit a larger reciprocal response. This results in a web of debt that has you repaying whatever kindness you've received — rule of reciprocation. This rule states that we should try to repay what another person has given us in kind most of the time, and it is by far the most widespread and widely employed way of influence. Our predecessors essentially survived by relying on someone else to reciprocate an activity they had previously offered. The reciprocity rule is quite powerful. Professor Dennis Regan of Cornell University, for example, held an art appreciation session. During the presentation, his assistant, Joe, who pretended to be one of the subjects, took a little break. Joe returned with two bottles of Coca-Cola and offered one of the attendees a bottle while on his way back. Following that, Joe requested a favor from those in the room. The assistant mentioned that he was selling raffle tickets and that if he sold the most, he would win a prize of 50 dollars. Even while some of the people there bought more tickets, those who received the Coca–Cola were more likely to return the favor and ended up purchasing significantly more tickets.

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third key point

When we get people to pledge to something, they do everything to be consistent with that commitment

fourth key point

When it comes to influencing others, the concept of like is very powerful

fifth key point

Authority is a powerful tool of persuasion as it shapes our responses to requests

sixth key point

The principle of scarcity leverages the fact that people are more drawn to what they are almost losing

seventh key point

Conclusion

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What is Influence about?

This book explores the fascinating world of persuasion and the psychological principles behind it. Drawing from extensive research, the author uncovers the six key principles that influence our decision-making processes. Through real-life examples and engaging anecdotes, readers gain valuable insights into how these principles are used in various contexts, from marketing and sales to personal relationships. A thought-provoking and eye-opening read that sheds light on the power of persuasion in our everyday lives.

Who should read Influence

Business professionals seeking to understand the science behind persuasion.
Salespeople looking to enhance their persuasive techniques and strategies.
Individuals interested in learning how to resist manipulation and influence.

Topics in Influence

Psychology Influence Persuasion Behavioral Economics Marketing Social Psychology Communication Human Behavior Sales Self-Help Consumer Behavior Decision Making Cognitive Psychology Business Leadership Manipulation

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