Influence: The Pyschology of Persuasion by Robert Cialdini

[Walter Hay]

I hope the reading of this book helps forum members understand that manipulation of the emotions for financial gain has been going on for generations.

There would hardly be any moderate to large advertising agency that doesn't employ psychologists full time. Many large corporations do also, and some even employ psychiatrists.

If you are selling anything, whether goods or services, you need to understand marketing psychology.

Forget about the idea of listing the qualities and usefulness of your product or service by bullet points. Although they might be useful, they are rarely the triggers to buy. People are far more likely to buy as a result of their emotional response than as a result of the advertised virtues of the product.

When people are looking to buy something they pull a set of blinkers over their eyes, and only see what they want to see. Self deception is a common outcome.

The old cynic in me says "Give them what they want".

Walter

 

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[Jakeeck]

Been reading it since I saw it at the top of this site.

One thing that really stood out to me is the part about how if you put an unattractive person next to an attractive person, that attractive person is perceived as more attractive than they actually are. Then it said something about how they showed them super attractive people and it lowered their perceived attractiveness of their partner.

Then I was thinking... damn. That's why social media is destroying everyone. Not only does it make people unhappy in their relationships, but this is why everyone is so unhappy with themselves. They see things way more attractive than what they have (looks, money, lifestyle, etc) and then they perceive what they have as worse than they did BEFORE they started peeking at that plastic Instagram model. They destroy their happiness by subconsciously comparing themselves to others' things.

And most are completely unaware of it. And even most people who are aware of it will still indulge in some social media thinking "I know I can't compare myself to others", but I think the damage is being done whether you acknowledge that or not.

Motivates me to stop looking at external sources and slowly build the life that I really want -- no outside influence.

Easier said than done

 

[TreyAllDay]

My Rating: 5 stars out of 5 stars


Format: Paperback

My thoughts/review:
Read this book years ago. Honestly, the principles in this book are crucial to every part of life AND SO important to know because they are always at work whether we know it or not. It applies to how you talk to your spouse and friends, how you design a web page, how you talk about your product, etc. I've read this book at least 3 or 4 times to really nail down the principles.

Favorite (or least favorite) chapter:
all of it

Key takeaways:

1. People's brains selectively filter things all day long and there are ways to influence people subconsciously by changing up the way you present them with information. If you learn these, you can master your relationships with people.

 

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[luniac]

My Rating: 3 stars out of 5 stars


Format: kindle

My thoughts/review:
The book was chore to read. It seriously needs editing to tighten up the chapters. I had to come back to this book several times to finally whittle it down and finish it. It was with a breath of fresh air when i realized that with 50 pages left, the rest was just the bibliography.

It was basically study/story after study/story with footnotes for study references that i HOPE were accurately interpreted by the author.

So basically there's automatic ways in which we sometimes make decisions which are regularly being exploited by nefarious people and organizations.

Like how if a certain bird species hears "cheep cheep" sound that a baby would make, it will trigger an automatic nurturing reactions, even if the source of the sound is an inanimate object.

or how fishermen throw some feed in the water for fish to start fighting over, and then throw empty hooks into the water, and the fish bite on them anyway because they're going crazy fighting over the limited food.

Some things are obvious like how quickly we trust an image of authority, whether its someones Title or Clothing.

Some other things are a bit more hidden, like our urge to reciprocate gifts and be consistent with our past choices when deciding on future choices.

There was some interesting stories, and that's where the book was most engaging.

Regarding protecting yourself though, although the author has somewhat different suggestions for the different automatic ways we falter, it all boils down to slowing down and paying attention.

Basically if you rush through life, you're gonna start automating more and more of your decisions, and that's where you risk getting exploited without realizing it until later.

The author tries to make this whole thing feel like a dilemma, that life is inevitably getting faster and more complicated and that we have to find a balance between constant awareness and going with the flow of automatic decisions.

I personally disagree, screw this pressure to speed up more and more. In my opinion, slowing life down is the way to go, leading to good health and apparently reducing the chance to be swindled lol

Favorite (or least favorite) chapter:
The chapter on reciprocation because it had a cool story about Hare Krishna tactics at airports.
They would stop you and hand u a flower as a "gift", and not let u give it back.
This causes an irresistible urge to reciprocate and so most people give a donation.
Afterwards they throw the flower out into the first trash can they see.
Finally after running out of flowers, a Hare Krishna member going to the garbage can and retrieves all the thrown out flowers to start the process again! LOL

There's another cool story about a cult.
Basically there was a small cult that was infiltrated by researchers and documented from the inside.
So this cult was super secretive and declared that on some day will be a huge flood to kill everyone and that 2 weeks before that an alien god will come take away the cult members at midnight.
All this knowledge came spontaneously to the female leader who wrote it down.

When midnight came and nothing happened, people started slowly slowly freaking out. People were in panic and self denial, especially those who sold all their possessions and got fired form their jobs, etc

at about 4AM, the cult leader spontaneously started writing again, saying that the alien decided the flood wont happen because their faith was strong or something LOL
immediately the cult members tried to aggressively recruit more members, a sharp 180 degree change from their previous policy. Unfortunately for them, noone drank the coolaid and so their cult collapsed fast.

There was some psycological explanation for this behavior change that i dont remember lol, but its a cool story.

I also learned about how car salesmen lowball people effectively. So they say a car costs 400 bucks under current average price, so the customer is eager and commits to the purchase.
Then later the salesman "realizes" or "discovers" a "mix up" and the real price is basically 400 bucks more, but he tells the customer "well its the car u wanted anyway right".
This really makes it psychologically hard for the customer to say no cause he felt commited.

Here's another cool story about a car selling hustler. This dude would buy a car for cheap, clean it up a bit, and would put up an ad. he would schedule all potential buyers to come visit at the same time.

So the first person to show up behaves as a typical buyer by checkin out the car and negotiating the price. but as soon as the second customer shows up, all of a sudden the first buyer feels a scarcity mindset and and a sense of competition!
Then when the third customer shows up its even more pressure. Even if the first guy leaves, the second dude is super likely to buy the car cause it feels like he won something precious lol.


Anyways there's many more stories and anecdotes in this book. Im starting to see the formula for these mainstream books. Atomic habits had the same approach, cite some studies here and there and fill the book with stories.
That shit is easy to do, i can write a book myself like that LOL

Key takeaways:

1. if u rush through life, u gonna start behaving more automatically to triggers like an animal.
   
2. Paying attention is the antidote to most tricks.

Looking forward to the next first Non Mainstream book we'll read.

 

[MJ DeMarco]

INFLUENCE: THE PSYCHOLOGY OF PERSUASION BY ROBERT CIALDINI



https://amzn.to/2IkPQrF

PLEASE USE THIS REVIEW FORMAT!

My Rating: 4 stars out of 5 stars

(The STAR/X emojis are under the emoji icon, under "commenting icons.")

Format: Audible

My thoughts/review:
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Favorite (or least favorite) chapter:
Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry's standard dummy text ever since the 1500s, when an unknown printer took a galley of type and scrambled it to make a type specimen book.

Key takeaways:

1. Key takeaway #1
2. Key takeaway #2
3. Key takeaway #3
4. Key takeaway #4

 

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[Chng]

My Rating: 4 out of 5 stars

Format: Paperback
My thoughts/review:
I read this book a few years ago in high school and thought it was a very mind-blowing read. The thought that people could be manipulated so easily surprised me. However, after reading it a second time now 4 years later, I found the ideas in the book seem to be the same ones described in other books, just repackaged with some different anecdotes. This does not diminish the importance of the ideas presented, but after reading some marketing books like Breakthrough Advertising and Tested Advertising Methods, I feel that there are other books that better show these principles in action and how you can apply them (rather than defend against them as Cialdini intends with his book). If you don't have the time to finish reading this book, you could just read the titles of the 6 chapters and basically get the gist off all the information without the longwinded discussion.

1. Reciprocity- People return favors and concessions.
2. Commitment/Consistency- We value people who are consistent with their values and we expect people to commit when they say so.
3. Social Proof- Fancy way of saying that we value people, products, and ideas more if more people value it.
4. Authority- We tend to outsource our decision making to authority figures, even people who are only faking it(ex: using a title or donning a costume).
5. Liking- People do thing for people they like (One example that really struck me though was that a car salesman was able to get more customers to buy his cars because he sent them greeting cards in the male. Wow. Liking is powerful stuff)
6. Scarcity- People value things that are scarce (Plate-spinning, gold prices, deadlines). Also ties into the idea of losing something or missing out on something.

Favorite Chapters:
2. Commitment/ Consistency:
We will go to great lengths to be consistent with our view of ourselves. So much that we feel pain from attacks against our egos and cognitive dissonance. And so great is that pain that we will do a lot to avoid it even if it disadvantageous to us. One striking example is when people decide to support a charitable cause by signing a petition or responding to survey, they change their perception of themselves to be more charitable. So strong is their newfound image of themselves, that they could be convinced have a huge ugly billboard posted in front of their house to spread awareness for an UNRELATED cause. Crazy. Another trick that I found especially crafty is asking how the person is doing before going on to main objective for the conversation. Most people will respond with something along the lines of "I'm doing well" and by doing so they view themselves as a more empathetic and agreeable person. After all, I'm feeling well, so I'd feel bad if I just ignore this person's request. It astounds me how effective it is because we say it out of habit.(NOTE: Does not work if you say I hope you're feeling well. The person must admit it to himself by saying it himself)

4. Authority:
We differ to authority a lot. We let them do a lot of our decision-making without fact checking because it is much easier to let them handle the difficult thinking. You can see that with the electric shock experiment conducted where test subjects followed orders by a researcher to continue shocking another person even past "dangerous" levels as the person was screaming in pain.

But what really got me thinking is more about dressing in the guise of authority. Specifically fashion brands. We know that the doctor's white coat, the police officers blue uniform, and the businessman's crisp business suit all evoke authority that us commonfolks respond to subconsciously and that conmen take advantage of. That's important stuff, but nothing you'd be able to surmise on your own.

But what about brands and authority. I'm talking about people wearing adidas or supreme. People have become breathing advertisements of these brands which give a sort of guise of authority and credibility. Moreover, Cialdini also reported in his book that we respond more favorably to people dressed the same as us, so adidas bros will see other adidas bros as more authoritative and credible. I initially wanted to invest in a better fashion sense (like streetwear), but now I'm having second thoughts. Do I really want to be a posterboard for a brand? Even if everybody thinks it is more authoritative? Maybe, I should stop giving a F*ck and rock boardshorts and flip flops like MJ.

Key Takeaways:
This book is definitely an interesting read, but I feel that there are many more books that are better in regards to applying the ideas. Some of the ideas are obvious and others just same stuff you read in many other sources like PUA and marketting just repackaged.

Overall, I would like some more recommendations for books to read.

 

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[Walter Hay]

1. (Expensive = good is not always the case):
Dr. Cialdini tells us of a jewel store who was only able to sell unsold merchandise when they doubled the price by mistake instead of halving them.

This is not a book review, but I wanted to reinforce this point made by @Whiterose.

My billionaire friend, a very successful businessman who made his fortune largely as a result of his sales skills, decided to sell his Rolls Royce. He was sick of having it vandalized by envious no-hopers when he parked it in a public place.

Being a super salesman, he advertised it himself, seeing no good reason to pay the dealer for doing what should be a breeze for him.

Wanting to be rid of it, he advertised a very low price. No takers.

He reduced the price by $5,000. Still no takers.

After reducing it yet again without success, he handed it over to his Rolls Royce dealer, who sold it quickly. They added a huge amount on to his original price, and that higher price was what sold it.

Walter

 

[MJ DeMarco]

I think I tried reading this book several years ago and found the reading difficult, like Nassim Taleb or "Good to Great" by Collins. Maybe I'm mistaken... for those who read it, is it easy reading? I'd like to give it a try again.

 

[luniac]

The influence book has been solid so far, im only 30 pages in.
Lots of interesting stories and food for thought.

made me think already, chapter 2 is about reciprocity.
People immorally take advantage of our hardwired social inbuilt feeling of reciprocity to favors.
Lots of examples like Hare Krishna Cultists forcing you to accept a flower and eliciting a donation. Then when they run out of flowers, one person goes to the garbage cans to collect all the thrown out flowers to reuse!!!
Gifts in the mail for various charities, Amway salepeople giving samples to keep for a day and use freely. Food samples at stores.
All these things trigger a primal response to reciprocate.

I'm thinkin about how would i use this knowledge in a non exploitative way, but that seems like an oxymoron.

I think the intent is what matters. I can tell a woman she's attractive not ONLY because i wanna get in her pants, but because it feels good to say something nice to her as well lol
Its a win win that way.

How many people can say they did something for someone without TRULY expecting anything in return. That's strength of character.

 

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[ApparentHorizon]

My Rating: 5 stars out of 5 stars


Format: Kindle

My thoughts/review:
This book is a landing page outline. Look all around you. Social proof, authority, scarcity...

While many psychology studies today are lacking in credibility or even accurate data. Cialdini has sifted through the garbage and brought us modern online marketing.

Probably the most striking revelation is how we're all influenced by these tactics on a daily basis. Even when we can point them out while we're reading a sales pitch.

Jordan Belfort, and I'm not putting these 2 in the same bucket, had a interesting line. Paraphrasing: "When someone hits all of the points in their sales pitch. I just have to buy. I'm the easiest sell, it's the darnedest thing."

On the flip side it exposes people who try to manipulate you. Often coming off robotic and disingenuous. Have you ever had someone try to touch your shoulder or hand you a piece of chocolate, when neither of you see eye to eye?

Least favorite section:
I read Influence long ago, so I may be remembering this from Pre-Suasion (which is a great follow up read).

In an interview, he addresses possible critics saying, "Isn't this book just teaching people how to manipulate others?" To which he replied, "It's actually giving people the tools they need to spot bad actors, and to not get taken advantage of."

Something was off in the way he said it.

Similar to a Susan Orman interview I heard long ago. When asked, "Don't most people lose money in the stock market?" She comes back with, "It's possible that everyone makes money, because you can buy a stock and you sell it when it goes up. Then someone else buys it, and it can go up for them too." Which is a skewed version of reality, since most people sell at a loss.

Conclusion:
While it's packed with multiple tactics you can employ. The mark of a good book isn't to give you a step by step guide to an end goal. Rather to open up your mind, and help you connect the world around you.

Key takeaways:

1. Commitment and Consistency. You can hack your own brain to become who you want to, by labeling yourself. A fake it till you make it, without the flashy lambo instagram nonsense.
2. Give stuff away. This one is tricky for most people since they usually expect something in return.
3. Protect yourself against bad actors

 

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[MetalGear]

My Rating: 5 stars out of 5 stars


Format: Audible, Kindle, and Book

My thoughts/review:
I read this book years ago and it is a timeless classic in the sales, marketing, and psychology section of my bookshelf.

The concepts that Dr. Cialdini share are powerful. However, my one big realization after reading this ten years ago is that if a person or organization "engineers" and uses these principles in an overly contrived way, they become counterproductive.

Seth Godin covered this well in his book All Marketers Are Liars: The Power of Telling Authentic Stories in a Low-Trust World. The concepts combined with authenticity are infinitely powerful.

Besides using these tools and techniques as a means of marketing, savvy entrepreneurs can make better decisions by stepping outside of themselves to spot their own cognitive biases. Be careful with paralysis analysis though...hah.

Favorite (or least favorite) chapter:
Chapter 4 - Social Proof
Chapter 7 - Scarcity

Key takeaways:

1. Scarcity - "The way to love anything is to realize that it might be lost." - G.K. Chesterton
   
2. Social Proof - "Where all think alike, no one thinks very much." - Walter Lippmann
3. Commitment and Consistency can be positive or negative
   1. Trusting the process vs continuing down a bad path via sunk cost fallacy

 

[GPM]

I think I tried reading this book several years ago and found the reading difficult, like Nassim Taleb or "Good to Great" by Collins. Maybe I'm mistaken... for those who read it, is it easy reading? I'd like to give it a try again.

I have read this book in print, ebook and listened on audible. It is far and away one of the most powerful books I have ever read. I found it to be an easy read.

The book even has amazing parenting advice. A full review from myself will be forthcoming

 

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[JohnCee]

I think I tried reading this book several years ago and found the reading difficult, like Nassim Taleb or "Good to Great" by Collins. Maybe I'm mistaken... for those who read it, is it easy reading? I'd like to give it a try again.

I found it easy (and engaging). This is one of the best books out there on business/marketing/social psychology. I'm thinking I'll revisit it when I finish Unscripted .

 

[Mircea Toma]

My Rating: 4 stars out of 5 stars


Format: Paperback (in my native language, maybe this is why I rate it 4 out of 5)

My thoughts/review:
A really good book that introduces you into the world of persuasion and offers you a perspective into how famous charismatic leaders succeeded in manipulating their crowds into their favor. The book also gives you some advice and tools on how to persuade people. I really recommend it for entrepreneurs and maybe for everyone who would love to interact with humans on a deeper level.

I picked it up because I find myself as a timid person, and that always sucked on persuading people to do something. We always need to improve, right?

Favorite (or least favorite) chapter:
I think this will be subjective. I find chapter 2, chapter 6 and 7 most appealing because I am weak into those domains of my life, or I lack the knowledge.

Key takeaways:

1. "Making compliments to a person makes you more appealing"
2. "People are more eager to do business or to buy something from someone who they like"
3. "If many people believe an idea, it's clearly a real idea"

 

[Frank H.]

I am looking forward to reading this book! I studied psychology for my undergraduate studies and counseling for my Master's degree. This book should reinforce some important concepts and assist me with honing my skills. I feel that some of the other fields neglect soft sciences and this could assist me with competing against my business rivals. Looking forward to the perspectives of other community members on here.

 

[wordwarrior]

One of my favourite books ever. Cialdini is a master at his craft. What's really interesting is that the author intended for his book to be a *defence* against untoward unethical persuasion tactics and ended up becoming an indispensable asset for *ethical* persuaders.

 

[JohnBuffet]

Incredible book! I read it a few years ago, but definitely worth buying. Cialdini talks about a variety of ways regular people, salesmen, marketers, scam artists, etc persuade people and the specific ways in which they do so.

I like how he discusses many specific case studies that show how people respond to a certain situation or stimulus. I learned a lot from these case studies. For example, he discuses a scenario where if you are at the beach and you go into the water and leave your wallet and belongings you are X percent more likely to get your stuff stolen. That is, if you don't ask the person/people next to you to watch over your things. And if you do ask the person/people next to you to watch your belonging they are more likely to feel a responsibility to do something if a robber comes up to your belongings. Cool stuff!

 

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[River McTasney]

I read the book during my fifth year at college. No going to lie it was a little much for my crazy brain especially during school. It is extremely important knowledge though. I know this has nothing to do with business but probably could be related - I always wondered why they didn’t report to campus on how current students died, until I read this book. Just goes to show how much most of us don’t know about our own psychology and what really backs our decision making.

Also reading this book provides you with a great defense against the Dark Arts of MLM. Ha!

 

[Adam VanBuskirk]

I read this book about a month ago. I really enjoyed it and think the author's insight was fantastic, but it was more entertainment than learning for me. Some I already knew, much I didn't, and I could see why sales people would love it. I don't do direct sales though. Of course, the tips do also translate for writing sales copy or list sign ups.

 

[Ernman]

I think I tried reading this book several years ago and found the reading difficult, like Nassim Taleb or "Good to Great" by Collins. Maybe I'm mistaken... for those who read it, is it easy reading? I'd like to give it a try again.

Thank God for Audible. I've been listening to it during my hour and half drive every morning and evening. So far, I'm finding it very interesting and an easy listen. Just realized that leaving my job is going to put a real hurt on my reading plan.

 

[Whiterose]

My Rating: 5 stars out of 5 stars


Format: eBook

My thoughts/review:
Very good and useful book. It opens your eyes to simple manipulations you've seen and most likely experienced yourself many times but wasn't aware of. I recommend it to anyone who takes care of himself/herself because this book is going to expand your horizons and change your viewpoints in many matters.

Favorite chapter:
Every one of them is special and every one explains different concepts which most of the people (including me) took for granted and never gave a second thought before reading this book. They pretty much differ from each other, but every chapter has it's takeaways and I strongly encourage everyone to read them all!

Instead of a favorite chapter I'll give you 2 stories from this book which I remember frequently:

1. (Expensive = good is not always the case):
Dr. Cialdini tells us of a jewel store who was only able to sell unsold merchandise when they doubled the price by mistake instead of halving them.

2. (Sometimes not questioning the authority can lead to a catastrophe or in this case it can have thousands of people laughing over):
A typical authority figure is a doctor. A doctor left a note for the nurse on how to cure a patient's ear infection. A right ear infection, to be precise. The note said to administer the ear drops in abbreviated form. Such as: "Place in R ear." The nurse administered the ear drops in the anus. Neither she nor the patient said anything.

Key takeaways:

1. "It is easier to resist at the beginning than at the end." - Leonardo da Vinci
   
   There are many more takeaways but many were mentioned in the previous reviews.

 

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[Olimac21]

I read this book about a month ago. I really enjoyed it and think the author's insight was fantastic, but it was more entertainment than learning for me. Some I already knew, much I didn't, and I could see why sales people would love it. I don't do direct sales though. Of course, the tips do also translate for writing sales copy or list sign ups.

You can apply influence and sales to everything you do though. I like asking myself " how this information relates to my current challenges" when I am reading something that is not obviously related to my reality.

 

[lludwig]

5/5 stars.

The internet marketers go-to book.

A must-read book for anyone who does marketing.

More than likely at least one of the techniques was used on you when buying something.

 

[Ernman]

Still working my way through this book but, OMG! To learn why compliance pros have had their way with me all these years is scary. It's fascinating to have this explained based on scientific study and understanding. If I only remember a quarter of this - and put it to work on offense or defensive - it will easily make the purchase price worth it. (is that too many "it" in one sentence?)

 

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[dknise]

My Rating: 5 stars out of 5 stars


Format: Audible

Read it.
Then go read Presuasion.
Then go read Yes!

Bonus points for reading Win Bigly by Scott Adams

 

[Olimac21]

Incredible book, it would be interesting to see how this book changed the way you do business. For example I recognize I read it a long time ago and it served more as a personal/ anti marketing awareness rather than using it as a tool to get things done (both in business and relationships).

 

[Olimac21]

I think I tried reading this book several years ago and found the reading difficult, like Nassim Taleb or "Good to Great" by Collins. Maybe I'm mistaken... for those who read it, is it easy reading? I'd like to give it a try again.

I did not find difficult per se, however the examples of the principles sometimes felt a bit repetitive and you start getting used to the AHA moments. For people who are reading it for the first time you also have to consider this book was written in the 80s so was very revolutionary to see the effects of reciprocity, liking or authority when it comes to persuasion while right now if you have read marketing/sales books you have probably heard about those concepts indirectly.

 

[River McTasney]

I think I tried reading this book several years ago and found the reading difficult, like Nassim Taleb or "Good to Great" by Collins. Maybe I'm mistaken... for those who read it, is it easy reading? I'd like to give it a try again.

Like I said in my last post, I read it during my 5th year at college. I’m also far from a grade A student. I got super into but I think a lot so at the time it kind of messed with my head. I think this might have been because I didn’t have something to directly apply the learned knowledge to. To answer your question, I didn’t think it was a hard read. I’m reading his next book Pre-Suasion right now.

 

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[wordwarrior]

I think I tried reading this book several years ago and found the reading difficult, like Nassim Taleb or "Good to Great" by Collins. Maybe I'm mistaken... for those who read it, is it easy reading? I'd like to give it a try again.

TBH, it took me a while to get through this book, and I'd put it down for months at a time before picking it up again. This was back when I was just starting to expand my interests beyond IT. Getting through it helped me to look at the world from an entirely different perspective.

 

[BlokeInProgress]

The book has been in my Kindle list for quite sometime now.

Thanks for the reviews I'll start reading and share my inputs.