Influence: The Psychology of Persuasion
by Robert B. Cialdini · 1984
In a nutshell
Robert Cialdini's seminal work on the psychology of why people say yes, revealing six universal principles of influence that drive human behavior and decision-making.
Overview
Influence: The Psychology of Persuasion is a psychology book examining the key ways people can be influenced by compliance professionals. The book has sold over 3 million copies and has been translated into thirty languages.
The Six Principles of Influence
1. Reciprocity
People feel obligated to give back to others who have given to them.
2. Commitment and Consistency
People like to be consistent with things they have previously said or done.
3. Social Proof
People will do things they see other people doing.
4. Authority
People tend to obey authority figures.
5. Liking
People are easily persuaded by people they like.
6. Scarcity
Perceived scarcity generates demand.
Applications for Startups
- Designing effective marketing campaigns
- Improving sales processes
- Creating compelling product experiences
- Understanding customer psychology
- Building trust and credibility
Available for approximately $16-28.
Reference
Influence: The Psychology of Persuasion — publisher / official page. Summary adapted from the Awesome Startup Books collection.
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