---
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title: "Influence: The Psychology of Persuasion, Revised Edition"
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# Classic psychology insights Research-backed persuasion tactics Top #17 in Marketing & Consumer Behavior Influence: The Psychology of Persuasion, Revised Edition

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## Summary

> 🧠 Influence smarter, lead stronger — the psychology behind every 'yes'.

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- **What is this?** Influence: The Psychology of Persuasion, Revised Edition
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## Key Features

- • **Timeless & Highly Rated:** A perennial bestseller with a 4.6-star rating from over 13,000 readers—don’t miss out on this essential leadership tool.
- • **Decode Everyday Persuasion:** Spot and counteract common sales tactics, empowering you to make smarter, more confident decisions.
- • **Backed by Rigorous Research:** Dive into Cialdini’s decades of empirical studies that reveal why people say 'yes' and how to ethically apply these triggers.
- • **Master the Art of Influence:** Unlock scientifically proven persuasion techniques to elevate your leadership and negotiation skills.
- • **Boost Your Professional Edge:** Join thousands of managers and marketers who leverage these principles to drive results and inspire action.

## Overview

Influence: The Psychology of Persuasion, Revised Edition by Robert B. Cialdini is a bestselling, research-driven book that explores six key principles of persuasion—reciprocation, commitment, social proof, liking, authority, and scarcity. Highly rated and widely respected in marketing and leadership circles, this book equips professionals with the knowledge to ethically influence decisions and recognize persuasive tactics in everyday life.

## Description

Influence: The Psychology of Persuasion, Revised Edition [Robert B. Cialdini] on desertcart.com. *FREE* shipping on qualifying offers. Influence: The Psychology of Persuasion, Revised Edition

Review: Absolutely Astonishing - Language is my passion. I love it more than that early morning sunrise, that crisp smell of the first fall day, or the still picture of the outside world out my window on a dead end street after the first snow. I write books, I tell stories, I sell things to people, I make people feel better, I guide them through their problems, I solicit favors, and I make people see the world the way I see it. I'm part of Toastmasters International, I write cover articles online websites, I go through and edit people's papers for them in college for extra money here and there. I know that no matter what happens to this country, whether it collapses or it continues to grow, I will always be okay, because I have the ability to talk to people, sell to people, and persuade people of almost anything. I started reading this book about a year ago and read it in a day. I usually take my time reading books, but this one was so interesting and informative that I couldn't stop reading it. It is a bit dry, I feel its more analytical and scientific than it is mechanical--for a book on the mechanics of persuasion, I would suggest Maximum Influence by Kurt W. Mortensen or Persuasion: The Art of Getting What You Want from David Lakhani, these two books are much more mechanical--in fact, I consider Maximum Influence to be a sort of companion (though it is not really meant to be that way) to Influence. Robert Cialdini lays out his ideas and research into the psychology of persuasion, with adroit research, that comes off as absolutely brilliant. He begins the book with Weapons of Influence, where he skillfully sets the stage for everything that is to come, and details many basic techniques that we've probably all had done to us by one salesperson or another. Every find yourself buying a computer and, as you're standing at the counter and its been rang up, they bring up a warranty, after you decide on the warranty for a couple hundred, then they bring up tech support, then antivirus software, and by the time your done, your six hundred dollar computer purchase has ballooned to a hefty 1,000 or 1,200 dollar purchase, and your scratching your head, trying to justify the cost with everything you're getting. We've all probably been there once or twice, with one thing or another. He explains this process, why it works, a long with a dozen of others. Chapter 2 is reciprocation. A friend of mine went to a three day conference, for which, for lunch that day, they took everyone to a pizza place, and treated for the pizza. Now, you were allowed to drop the course and get a 75% refund, if you didn't like the program on the first day. When he talked to people at the end of the three days, none of them feeling really content with the whole program, they all said they had they had thought about dropping out, but it didn't feel right with them taking them out for pizza the first day. This is the act of reciprocation at its finest. The conference cost 1,500 a person, there were ten people, and they got food for the three days, which probably cost them a little more than 300 dollars, and no one wanted to speak up about feeling as if they weren't getting what they wanted. Reciprocation can be done on smaller scale, and is done everyday, with a small trinket, a bonus gift, or something else. Chapter 3: Commitment and Consistency: This chapter powerfully lays out how people will act under the feel of obligation, how, if someone is guided in their beliefs, their need to be consistent will push them to act against even their own wants. A good example of this, though maybe not a pleasant one, would be a guy who talks to a woman, asks her if she thinks of herself as adventurous and entertaining and looking for new experiences, and then asks her to go some place with him, and when she firsts refuses, challenge her with her own words. Chapter 4: Social Proof- People find it hard to act against the current. The stories he talks about in here so some of the darksides of social proof, but, that it can be used to instantly make you appear different to others is also invaluable. It also shows a clear psychology to why people act against their best interest sometimes. I feel this review may have gotten away from me. There is just so much in this book. The next three chapters, Liking, authority, and scarcity, you'll just have to read to get the depth of this book and its potential. By now though, you probably can see how this book lays out so clearly the ways these techniques can be used and by knowing them, you can spot them when they're being used on you, and you can use them to get what you want. Other books I'd recommend are The Sceince of Influence by Kevin Hogan, Maximum Influence by Kurt W. Mortensens, Persuasion The Art Of Getting What You Want by Dave Lakhani, and The Art of Speed Reading People by Paul D. Tieger and Barbara Barron Tieger.
Review: Robert Cialdini's "Influence" - A Must-Read for Non-Profit Fundraising & Anyone in Leadership - Video Review:: Using The "Weapons of Influence" - for Good by Christian LeFer - I had heard about Robert Cialdini's definitive work, a book called "Influence - The Psychology of Persuasion" referenced repeatedly by my favorite marketing gurus, including Eben Pagan, but had not picked it up until recently; I regret not having read the book sooner. During my career as a copywriter and non-profit fundraising professional for political candidates and causes, I had learned by reverse-engineering and applying the tactics of getting people to "wake up" from what Eben Pagan calls an often "sleepy, boring existence" of much of everyday modern life - and to take some kind of action - by voting, giving, or volunteering. I had learned the practice, but not the theories, of influence. This is like playing guitar by ear without learning to read music: a limiting, (and frankly, lazy), way of musicianship. Why "Influence" is a must-read for Non-Profit Fundraising and all in Leadership Honing a craft often requires going back and re-examining the fundamentals; getting "back to school" as it were. As a consultant to charitable organizations and businesses who helps organizations in obtaining IRS tax-exempt status, non-profit fundraising, and implementing effective marketing systems, I have been carefully going back and re-visiting (or in this case, just visiting for the first time!) the classics on relationships, sales, marketing and human motivation. "Influence" by Robert Cialdini is among my most valuable reads so far - read on to see why I call it a "must read" for non-profit fundraising and business leadership - and even parenting! In the revised version of "influence" Robert Cialdini weaves a compelling and utterly readable fabric of what he boils down to "compliance" using analogy, anecdote and applied research. We learn why coercion doesn't work as well as commitment, how people form and ultimately force themselves to live up to a certain self-image - a self-image often directed or influenced by an outside person or interest who then uses that image to induce behaviors - and we also discover many other truths that many of us would rather not confront or believe about ourselves. The Moral Imperative of using Your "Influence" What I like about the book, and Cialdini's treatment of the sometimes disconcerting subject matter, is that he acknowledges that these "Weapons of Influence" are morality-neutral - they can be used for good or for evil. These six weapons, then, ultimately serve those who would use them. Being one who believes that I am fighting for good in this world (which I will admit, is often also the belief of madmen and used car salesmen), shouldn't I then learn about and wield these weapons as deftly as is possible? Certainly. And I hold scorn and pity for the one who sticks his head in the sand and refuses to learn these arts for the betterment of their fellow man. My biggest takeaway from this book is that, while we have all used the various weapons at times in our lives, I have a much better understanding of how they connect and reinforce each other. Cialdini uses the story of the Krishnas' "flower gift fundraising" model to demonstrate how the weapon Reciprocity works with that of Commitment/Consistency. When an expert says we're running out of some essential commodity, Authority is often powerfully coupled with Scarcity. Web platforms such as Facebook create an overwhelming elixer out of the remaining two two weapons, Social Proof and Liking. Whether you are involved with non-profit fundraising or simply as a traditional and foster parent, understanding these six human motivating values is invaluable, even indispensible. Conclusion: Influence by Robert Cialdini = Antidote for "Sheeple" Syndrome The final truth is that everyone from Mother Teresa to your dear old grandpa has an agenda, and has the need to get someone to do something, at some point. It may be in child rearing, in asking for help in a time of need, or in saving someone's life. The sooner any person understands the push and pull of using influence and it being used on them, the sooner they will lead a more rational, self-directed, and might I say more enlightened existence. Then, when the pitchman, the preacher, or the panhandler makes that momentous appeal in a way that will impact your wallet - or maybe even your very soul - you can go off into eternity having made the a more rational decision, and more likely for the right reasons. Perhaps no greater contribution has been made to awareness and enlightenment as it pertains to influence than Dr. Cialdini; I predict that my copy will become dog-eared, the pages yellowed as I pick it up again and again over the years, marveling over how my understanding of Influence has benefited me in non-profit fundraising, in business, in parenting, and in life. Christian is author of "7 Deadly Mistakes of Filing Your Non-Profit IRS Application - How to Avoid the Errors that Will Kill or Delay Your 501c3 Approval" and a consultant to business and non-profit leaders.

## Technical Specifications

| Specification | Value |
|---------------|-------|
| Best Sellers Rank | #12,647 in Books ( See Top 100 in Books ) #12 in Marketing & Consumer Behavior #303 in Motivational Self-Help (Books) #318 in Success Self-Help |
| Customer Reviews | 4.6 4.6 out of 5 stars (13,051) |
| Dimensions  | 5.31 x 0.84 x 8 inches |
| Edition  | Revised |
| ISBN-10  | 006124189X |
| ISBN-13  | 978-0061241895 |
| Item Weight  | 9.8 ounces |
| Language  | English |
| Part of series  | Collins Business Essentials |
| Print length  | 336 pages |
| Publication date  | December 26, 2006 |
| Publisher  | Harper Business |

## Images

![Influence: The Psychology of Persuasion, Revised Edition - Image 1](https://m.media-amazon.com/images/I/61wwAomEffL.jpg)
![Influence: The Psychology of Persuasion, Revised Edition - Image 2](https://m.media-amazon.com/images/I/81w2Km684IL.jpg)
![Influence: The Psychology of Persuasion, Revised Edition - Image 3](https://m.media-amazon.com/images/I/419pbSB7PdL.jpg)
![Influence: The Psychology of Persuasion, Revised Edition - Image 4](https://m.media-amazon.com/images/I/31KwsMwLKuL.jpg)

## Customer Reviews

### ⭐⭐⭐⭐⭐ Absolutely Astonishing
*by C***R on February 20, 2011*

Language is my passion. I love it more than that early morning sunrise, that crisp smell of the first fall day, or the still picture of the outside world out my window on a dead end street after the first snow. I write books, I tell stories, I sell things to people, I make people feel better, I guide them through their problems, I solicit favors, and I make people see the world the way I see it. I'm part of Toastmasters International, I write cover articles online websites, I go through and edit people's papers for them in college for extra money here and there. I know that no matter what happens to this country, whether it collapses or it continues to grow, I will always be okay, because I have the ability to talk to people, sell to people, and persuade people of almost anything. I started reading this book about a year ago and read it in a day. I usually take my time reading books, but this one was so interesting and informative that I couldn't stop reading it. It is a bit dry, I feel its more analytical and scientific than it is mechanical--for a book on the mechanics of persuasion, I would suggest Maximum Influence by Kurt W. Mortensen or Persuasion: The Art of Getting What You Want from David Lakhani, these two books are much more mechanical--in fact, I consider Maximum Influence to be a sort of companion (though it is not really meant to be that way) to Influence. Robert Cialdini lays out his ideas and research into the psychology of persuasion, with adroit research, that comes off as absolutely brilliant. He begins the book with Weapons of Influence, where he skillfully sets the stage for everything that is to come, and details many basic techniques that we've probably all had done to us by one salesperson or another. Every find yourself buying a computer and, as you're standing at the counter and its been rang up, they bring up a warranty, after you decide on the warranty for a couple hundred, then they bring up tech support, then antivirus software, and by the time your done, your six hundred dollar computer purchase has ballooned to a hefty 1,000 or 1,200 dollar purchase, and your scratching your head, trying to justify the cost with everything you're getting. We've all probably been there once or twice, with one thing or another. He explains this process, why it works, a long with a dozen of others. Chapter 2 is reciprocation. A friend of mine went to a three day conference, for which, for lunch that day, they took everyone to a pizza place, and treated for the pizza. Now, you were allowed to drop the course and get a 75% refund, if you didn't like the program on the first day. When he talked to people at the end of the three days, none of them feeling really content with the whole program, they all said they had they had thought about dropping out, but it didn't feel right with them taking them out for pizza the first day. This is the act of reciprocation at its finest. The conference cost 1,500 a person, there were ten people, and they got food for the three days, which probably cost them a little more than 300 dollars, and no one wanted to speak up about feeling as if they weren't getting what they wanted. Reciprocation can be done on smaller scale, and is done everyday, with a small trinket, a bonus gift, or something else. Chapter 3: Commitment and Consistency: This chapter powerfully lays out how people will act under the feel of obligation, how, if someone is guided in their beliefs, their need to be consistent will push them to act against even their own wants. A good example of this, though maybe not a pleasant one, would be a guy who talks to a woman, asks her if she thinks of herself as adventurous and entertaining and looking for new experiences, and then asks her to go some place with him, and when she firsts refuses, challenge her with her own words. Chapter 4: Social Proof- People find it hard to act against the current. The stories he talks about in here so some of the darksides of social proof, but, that it can be used to instantly make you appear different to others is also invaluable. It also shows a clear psychology to why people act against their best interest sometimes. I feel this review may have gotten away from me. There is just so much in this book. The next three chapters, Liking, authority, and scarcity, you'll just have to read to get the depth of this book and its potential. By now though, you probably can see how this book lays out so clearly the ways these techniques can be used and by knowing them, you can spot them when they're being used on you, and you can use them to get what you want. Other books I'd recommend are The Sceince of Influence by Kevin Hogan, Maximum Influence by Kurt W. Mortensens, Persuasion The Art Of Getting What You Want by Dave Lakhani, and The Art of Speed Reading People by Paul D. Tieger and Barbara Barron Tieger.

### ⭐⭐⭐⭐⭐ Robert Cialdini's "Influence" - A Must-Read for Non-Profit Fundraising & Anyone in Leadership
*by C***R on December 18, 2011*

Video Review:: Using The "Weapons of Influence" - for Good by Christian LeFer - I had heard about Robert Cialdini's definitive work, a book called "Influence - The Psychology of Persuasion" referenced repeatedly by my favorite marketing gurus, including Eben Pagan, but had not picked it up until recently; I regret not having read the book sooner. During my career as a copywriter and non-profit fundraising professional for political candidates and causes, I had learned by reverse-engineering and applying the tactics of getting people to "wake up" from what Eben Pagan calls an often "sleepy, boring existence" of much of everyday modern life - and to take some kind of action - by voting, giving, or volunteering. I had learned the practice, but not the theories, of influence. This is like playing guitar by ear without learning to read music: a limiting, (and frankly, lazy), way of musicianship. Why "Influence" is a must-read for Non-Profit Fundraising and all in Leadership Honing a craft often requires going back and re-examining the fundamentals; getting "back to school" as it were. As a consultant to charitable organizations and businesses who helps organizations in obtaining IRS tax-exempt status, non-profit fundraising, and implementing effective marketing systems, I have been carefully going back and re-visiting (or in this case, just visiting for the first time!) the classics on relationships, sales, marketing and human motivation. "Influence" by Robert Cialdini is among my most valuable reads so far - read on to see why I call it a "must read" for non-profit fundraising and business leadership - and even parenting! In the revised version of "influence" Robert Cialdini weaves a compelling and utterly readable fabric of what he boils down to "compliance" using analogy, anecdote and applied research. We learn why coercion doesn't work as well as commitment, how people form and ultimately force themselves to live up to a certain self-image - a self-image often directed or influenced by an outside person or interest who then uses that image to induce behaviors - and we also discover many other truths that many of us would rather not confront or believe about ourselves. The Moral Imperative of using Your "Influence" What I like about the book, and Cialdini's treatment of the sometimes disconcerting subject matter, is that he acknowledges that these "Weapons of Influence" are morality-neutral - they can be used for good or for evil. These six weapons, then, ultimately serve those who would use them. Being one who believes that I am fighting for good in this world (which I will admit, is often also the belief of madmen and used car salesmen), shouldn't I then learn about and wield these weapons as deftly as is possible? Certainly. And I hold scorn and pity for the one who sticks his head in the sand and refuses to learn these arts for the betterment of their fellow man. My biggest takeaway from this book is that, while we have all used the various weapons at times in our lives, I have a much better understanding of how they connect and reinforce each other. Cialdini uses the story of the Krishnas' "flower gift fundraising" model to demonstrate how the weapon Reciprocity works with that of Commitment/Consistency. When an expert says we're running out of some essential commodity, Authority is often powerfully coupled with Scarcity. Web platforms such as Facebook create an overwhelming elixer out of the remaining two two weapons, Social Proof and Liking. Whether you are involved with non-profit fundraising or simply as a traditional and foster parent, understanding these six human motivating values is invaluable, even indispensible. Conclusion: Influence by Robert Cialdini = Antidote for "Sheeple" Syndrome The final truth is that everyone from Mother Teresa to your dear old grandpa has an agenda, and has the need to get someone to do something, at some point. It may be in child rearing, in asking for help in a time of need, or in saving someone's life. The sooner any person understands the push and pull of using influence and it being used on them, the sooner they will lead a more rational, self-directed, and might I say more enlightened existence. Then, when the pitchman, the preacher, or the panhandler makes that momentous appeal in a way that will impact your wallet - or maybe even your very soul - you can go off into eternity having made the a more rational decision, and more likely for the right reasons. Perhaps no greater contribution has been made to awareness and enlightenment as it pertains to influence than Dr. Cialdini; I predict that my copy will become dog-eared, the pages yellowed as I pick it up again and again over the years, marveling over how my understanding of Influence has benefited me in non-profit fundraising, in business, in parenting, and in life. Christian is author of "7 Deadly Mistakes of Filing Your Non-Profit IRS Application - How to Avoid the Errors that Will Kill or Delay Your 501c3 Approval" and a consultant to business and non-profit leaders.

### ⭐⭐⭐⭐⭐ Review
*by F***J on April 4, 2009*

An excellent book, full both of great humour and important facts. Robert B. Cialdini combined field research and experiments to find out how persuasion works psychologically, and how it is often abused. He analyzes the six major 'weapons of influence', each in a comprehensive chapter. And each chapter ends with the section 'How To Say No', because that is the basic idea of the book: understand how (social) psychology is exploited, and then learn how to 'fight back', how to defend yourself - and society. Besides containing the best description that I know of the famous Milgram experiment, it covers topics like Hare Krishna, sects in general, mass suicides, plane crashes, car accidents, vendors' tricks, advertising, canned laughter, blaming the weatherman, military training, dangerous nurses, bystander inaction and much, much more. Table of Contents: 0. Weapons of Influence 1. Reciprocation: The Old Give and Take ... and Take 2. Commitment and Consistency: Hobgoblins of the Mind 3. Social Proof: Truths Are Us 4. Liking: The Friendly Thief 5. Authority: Directed Deference 6. Scarcity: The Rule of the Few

## Frequently Bought Together

- Influence: The Psychology of Persuasion, Revised Edition
- Pre-Suasion: A Revolutionary Way to Influence and Persuade

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