Influence: The Psychology of Persuasion

Dr. Cialdini does a great job in describing the fundamental components of our psychology and neurology that result in characteristics that influence how we’re persuaded to take action and change our behaviors, attitudes, and beliefs. His 6 Principles of Persuasion are: Reciprocity, Scarcity, Authority, Consistency, Liking, and Consensus. In each chapter on these principles, he relates research, real world examples, and his own personal experiences with being knowingly and unknowingly persuaded by these or a mixture of these tactics. I found this book VERY helpful in understanding my own psychology and susceptibility to persuasion but also what I can do to divert or at least be much more aware of when these principles are being used directly or through advertising on me. These are just fundamental human characteristics and not “bad” in and of themselves, it’s on bad when unethical or devious intents and outcomes are sought. I recommend this book for all leaders, managements, change agents, continuous improvement professionals and for those interested in psychology, cognitive biases, and marketing.