Compliance · Influence (Psychology) · Nonfiction
Influence by Robert B. Cialdini — Summary, Key Ideas & Quotes
1983287 pages✦ 3-min Big ideas★ 3.9 (68)
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What is Influence about?
Influence, the classic book on persuasion, explains the psychology of why people say "yes"—and how to apply these understandings. Dr. Robert Cialdini is the seminal expert in the rapidly expanding field of influence and persuasion. His thirty-five years of rigorous, evidence-based research along with a three-year program of study on what moves people to change behavior has resulted in this highly acclaimed book. You'll learn the six universal principles, how to use them to become a skilled persuader—and how to defend yourself against them. Perfect for people in all walks of life, the principles of Influence will move you toward profound personal change and act as a driving force for your success. Some images that appeared in the print edition of this book are unavailable in the electronic edition due to rights reasons.
A glimpse inside
The Six Principles of Influence
Cialdini identifies six universal principles that underpin most persuasive interactions: reciprocity, commitment and consistency, social proof, authority, liking, and scarcity. Each principle taps into automatic, often subconscious, human responses. By understanding these, readers can recognize when they are being influenced and learn to apply these levers themselves—whether to persuade ethically or to protect against manipulation.
Reciprocity: The Urge to Return Favors
People feel compelled to repay what another has provided, even if the initial favor was unsolicited. This principle is frequently exploited in sales and marketing, where small gifts or concessions create a sense of obligation. Recognizing this tendency helps readers spot when they're being nudged into reciprocating in ways that may not serve their best interests.
Ratings at a glance
Open Library
★ 3.9 / 5
68 ratings
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Get smart in 3 min
6 key ideas, distilled
- 1The Six Principles of Influence
- 2Reciprocity: The Urge to Return Favors
- 3Commitment and Consistency: The Power of Staying True
- 4Social Proof: Following the Crowd
- 5Authority: The Weight of Experts
Popular quotes from Influence
“A well-known principle of human behavior says that when we ask someone to do us a favor we will be more successful if we provide a reason.”
“People will do something because other people are doing it.”
“The truly gifted negotiator is able to induce the other side to make the first offer.”
Frequently asked
Influence, the classic book on persuasion, explains the psychology of why people say "yes"—and how to apply these understandings. Dr. Robert Cialdini is the seminal expert in the rapidly expanding field of influence and persuasion. His thirty-five years of rigorous, evidence-based research along with a three-year program of study on what moves people to change behavior has resulted in this highly