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Influence: The Psychology of Persuasion

Robert B. Claudine

At a glance:

Robert Cialdini, the New York Times best-selling author of "Pre-Suasion" and a renowned expert in the fields of influence and persuasion, delves into the psychology of why people say "yes" in the updated edition of his highly acclaimed book. He explains how to ethically apply these insights in both business and everyday situations through relatable stories and examples. Cialdini's writing style makes the crucial subject matter easy to understand and follow, and with him as your guide, you don't need to be a scientist to learn how to use this science.

Key takeaways:

The six principles of persuasion: Cialdini outlines six key principles that are at the core of how people are influenced and persuaded, these principles are: Reciprocation, Commitment and Consistency, Social Proof, Authority, Liking, and Scarcity.

The power of reciprocation: Cialdini explains how people are inclined to return a favor, and how this can be used as a persuasive tool in business and personal interactions.

The importance of consistency: People have a strong desire to be consistent with their past actions and decisions, and this can be used to influence their future behavior.

The impact of social proof: People are more likely to follow the actions and opinions of others, particularly those of similar characteristics.

The influence of authority: People tend to obey and follow the instructions of those in positions of authority.

The role of liking: People are more likely to be influenced by those they like, and will often comply with requests made by someone they like.

The power of scarcity: People tend to place a greater value on things that are scarce or rare, and will often act quickly to obtain such things.

The importance of ethics: Cialdini emphasizes the importance of using persuasion ethically and not manipulating others.


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