Summary Influence: The Psychology of Persuasion by Robert B. Cialdini
the book is a summary of influence: the psychology of persuasion. A salesman's dream customer, Robert Cialdini was a "sucker" for sales strategies who wanted to discover why. Social psychologist Dr. Cialdini went undercover in sales, public relations, advertising, and fund-raising to find out what motivates people to comply with demands placed on them by others in order to find out. According to his research, which is summarized in a book titled Influence: The Psychology of Persuasion,
According to influence theory, there are six reasons why people are consistently and (often) automatically persuaded: reciprocity, scarcity, liking, authority, and social evidence; and commitment/consistency/commitment. One approach to improve your persuasiveness is to become aware of these natural psychological inclinations. The second way to improve your persuasiveness is to recognize when these tendencies are present and avoid getting duped in the future. Why people say "yes" is explored in depth in this book, as is how to put this knowledge to good use.
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