E-Book Overview
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 reader 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.
E-Book Content
Influence Science and Practice Fourth Edition
Robert B. Cialdini Arizona State University Allyn and Bacon Boston • London • Toronto • Sydney • Tokyo • Singapore Series Editor: Carolyn Merrill Developmental Editor: Jodi Devine Editorial Assistant: Lara M. Zeises Production Editor: Joe Sweeney Editorial-Production Service: Omegatype Typography, Inc. Composition and Prepress Buyer: Linda Cox Manufacturing Buyer: Megan Cochran Cover Administrator: Linda Knowles Electronic Composition: Omegatype Typography, Inc. Photo Research: Sue C. Howard
Copyright © 2001 by Allyn & Bacon A Pearson Education Company 160 Gould Street Needham Heights, MA 02494 Internet: www.abacon.com All rights reserved. No part of the material protected by this copyright notice may be reproduced or utilized in any form or by any means, electronic or mechanical, including photocopying, recording, or by any information storage and retrieval system, without written permission from the copyright owner.
Library of Congress Cataloging-in-Publication Data Cialdini, Robert B. Influence : science and practice / Robert B. Cialdini.—4th ed. p. cm. Includes bibliographical references and index. ISBN 0-321-01147-3 (alk. paper) 1. Influence (Psychology) 2. Persuasion (Psychology) 3. Compliance. I. Title. BF774 .C53 2001 153.8'52—dc21 00-026647 Credits can be found on page 262, which constitutes an extension of the copyright page. Printed in the United States of America 10 9 8 7 6 5 05 04 03 02
Contents Preface vii Introduction ix Chapter 1 Weapons of Influence 1 Click, Whirr 3 Betting the Shortcut Odds 6 The Profiteers 10 Jujitsu 12 Summary 16 Study Questions 17 Chapter 2 Reciprocation: The Old Give and Take . . . and Take 19 How the Rule Works 21 The Rule Is Overpowering 22 Politics 26 The Not-So-Free Sample 27 The Rule Enforces Uninvited Debts 30 The Rule Can Trigger Unequal Exchanges 33 Reciprocal Concessions 36 Rejection-Then-Retreat 38 Reciprocal Concessions, Perceptual Contrast, and the Watergate Mystery 40 Damned If You Do, Damned If You Don't 43 Here's My Blood, and Do Call Again 44 The Sweet, Secret Side Effects 44 Responsibility 45 Satisfaction 45 Defense 46 Rejecting the Rule 46 Smoking Out the Enemy 47 Summary 50 Study Questions 51 Chapter 3 Commitment and Consistency: Hobgoblins of the Mind 52 Whirring Along 54 The Quick Fix 55 The Foolish Fortress 55 Seek and Hide 58 Commitment Is the Key 61 Hearts and Minds 67 The Magic Act 68 The Public Eye 72 The Effort Extra 75 The Inner Choice 80 Growing Legs to Stand On 84 Standing Up for the Public Good 87 Defense 90 Stomach Signs 91 Heart-of-Hearts Signs 93 Summary 95 Study Questions 96 Chapter 4 Social Proof: Truths Are Us 98 The Principle of Social Proof 100 People Power 101 After the Deluge 104 Cause of Death: Uncertainty) 111 A Scientific Approach 115 Devictimizing Yourself 117 Monkey Me, Monkey Do 119 Monkey Die 121 Monkey Island 130 Defense 134 Sabotage 134 Looking Up 137 Summary 140 Study Questions 141