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Want the world’s best work on persuasion?

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Enjoy one of the best works available on persuasion and grab a copy of the book for more details

By Dr. Robert B. Cialdini

Grab a copy now

Most books of applied psychology fall prey to one of two weaknesses: Either they lack scientific content (or over-simplify) or they present solid information in an academic manner that readers find difficult to absorb and apply. Robert Cialdini’s book stands out brilliantly from these books. Combining wide and deep scientific scholarship with an engaging, lucid, and personal style, Influence may be the single best work on the topic. The intent of the book is to show how we can understand and defend against pervasive non-rational influences on our decision-making. Of course the same principles could be applied to market products or influence colleagues and rivals either in place of or in addition to genuine reasons. One sign of the range of the book is the fact that Cialdini doesn’t get to the famous Milgram experiment on “Obedience to Authority” until p.208. The book concentrates on several factors that evolution and culture have drilled into us to produce compliance for good reasons, but which can be abused by “compliance professionals”: reciprocation, commitment and consistency, social proof, liking, authority, and scarcity. Any reader will find the research results stunning and frightening. Fortunately, Cialdini concludes each compelling chapter with hints on “How to say no”. No matter how intelligent you are, you have undoubtedly fallen for many of these techniques used deliberately or accidentally. How many poor business investment decisions, product purchases, or strategic moves have been influenced by non-rational factors? You have to read this book. Why? Because I’ve done you a favor with this review and you owe it to me; you can’t say you’re a rational person if you don’t; everyone else is reading it; I’m attractive, friendly, well-dressed, similar to you, and you like me; I’m an psychology expert and I recommend it; and you need to buy it now before all copies are sold!

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