Influence: Science and Practice

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Homepage: http://www.influenceatwork.com/openpop/description.html
See Also: http://www.amazon.co.uk/Influence-Science-Practice-R-B-Cialdini/dp/03...

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Reviews (1)

Filled Star - Denotes One PointFilled Star - Denotes One PointFilled Star - Denotes One PointFilled Star - Denotes One PointFilled Star - Denotes One Point by martinp on 16 Jan 2007

This book by psychologist Robert B. Cialdini is the result of an intriguing double investigation into the psychology of persuasion. The author pretended to be a job seeker and enrolled in the training courses of a number of professions where gaining compliance is key; door-to-door sales, used car sales and so on. In his actual job as a social psychologist, he used controlled laboratory experiments to test hypotheses that arose from this experience.

The resulting science has been boiled down to seven basic principles of persuasion which this book explains in a very informal and unintimidating way. The principles are illustrated with many examples from marketing, politics and other aspects of life. Although this is basically a science textbook, with study questions, extensive references and all the rest, its topic (what makes people tick) is so interesting and the presentation so engaging that I would recommend it to anyone.

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