Book Review on Influence: The Psychology of Persuasion by Robert B. Cialdini
I've just finished a book called Influence: The Psychology of Persuasion by Robert B. Cialdini. This book is an earlier edition of what is out now, Influence: Science and Practice, but speaks to the same principles in detail and application. I picked this book for personal reasons. I needed guidance on how to frame ideas and thoughts in ways that people can understand me. So, I went to this book to seek out answers. Instead, I found this book useful in other ways. This is a great book if you want to learn the science behind influencing people, when those tactics are being used, and how to deal with them. Each chapter goes into depth about tactics - examples of how they are used, theories developed from experiments and studies, reasons why people are compelled, how to use it, and how to deal with it when it is against you.
Here are some key points from the book (see links below):
- Reciprocation - People tend to return a favor.
- Commitment and Consistency - If people commit, orally or in writing, to an idea or goal, they are more likely to honor that commitment. Even if the original incentive or motivation is removed after they have already agreed, they will continue to honor the agreement.
- Social Proof - People will do things that they see other people are doing.
- Authority - People will tend to obey authority figures, even if they are asked to perform objectionable acts.
- Liking - People are easily persuaded by other people that they like.
- Scarcity - Perceived scarcity will generate demand.
After reading this book, I have more questions. Sure, I tune into influence tactics used on me. The sales/marketing department of an organization know how to get people to "want" their product. But it's harder to identify those that use subtle tactics. But what gets me is if these tactics are used by so many people and different reasons - good or bad. How do I know if I think a certain way is based on my decision and not from external factors? Can I stop being so easily influenced? What makes it okay to be influenced and is it ethical to be influenced?
Links:http://en.wikipedia.org/wiki/Robert_Cialdini
http://www.rickross.com/reference/brainwashing/brainwashing20.html
http://blog.guykawasaki.com/2006/04/book_review_inf.html#axzz0SVybMZLm
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