Cialdini’s Ways to Be Persuasive

booksnp4-1.jpgI place social psychologist Robert B. Cialdini’s 2001 book Influence:Science and Practice in my “Top 5 Practical Reading List”. Dr. Cialdiani studies the psychology of compliance (i.e., uncovering which factors cause a person to say ”yes“ to another’s request). Influence explored what he identifies as the six universal principles of social influence:

  1. reciprocation (we feel obligated to return favors performed for us),
  2. authority (we look to experts to show us the way),
  3. commitment/consistency (we want to act consistently with our commitments and values),
  4. scarcity (the less available the resource, the more we want it),
  5. liking (the more we like people, the more we want to say yes to them), and
  6. social proof (we look to what others do to guide our behavior).

newyesforstore.gifHis new book, Yes! 50 Scientifically Proven Ways to Be Persuasive, coauthored with Noah J. Goldstein and Steve J. Martin, furthers the discussion with research-based examples of these principles and other psychological factors that are effective persuasion techniques. “Effective persuasion” techniques will help mediators and attorneys alike in their efforts to persuade. It should go without saying but I’ll say it and join Dr. Cialdini’s emphasis that the principles should not be used to manipulate. I’ll be reviewing all 50 strategies reported in Yes!
An introduction provided by his website:

  • Dr. Robert Cialdini has spent more than 30 years researching the science of influence earning him an international reputation as an expert in the fields of persuasion, compliance, and negotiation.
  • Dr. Cialdini’s book, Influence, has appeared in 20 languages. And Fortune Magazine recommends INFLUENCE in their most important books for business. Influence has sold over one million copies and has been listed on the New York Times Business Best Seller List.
  • Currently, Dr. Cialdini holds dual appointments at Arizona State University. He is a W.P. Carey Distinguished Professor of Marketing and Regents’ Professor of Psychology, where he has also been named Distinguished Graduate Research Professor. He has also taught at the Stanford Graduate School of Business and Harvard’s Kennedy School of Government.
  • Dr. Cialdini’s clients include: LIMRA International, Pfizer, Merrill Lynch, Wells Fargo, NATO, and The Peter Drucker Foundation.
  • In the field of influence and persuasion, Dr. Cialdini is the most cited social psychologist in the world today.
  • Harvard Business Review has listed his research in their Breakthrough Ideas for Today’s Business Agenda
  • He offers a free subscription toThe Inside Influence Report, a brief monthly report that provides a summary of selected Social Psychology research and how smart businesses can use this science ethically, here at his website.

    One thought on “Cialdini’s Ways to Be Persuasive

    1. That’s ambitious, Gini, willing to review all their cited studies, yet I am eager to read what you discover.

      And I am getting Yes! to see if there are any fresh “yes” triggers that were NOT covered in his first book.

      Related books I have enjoyed reading are Sway and Nudge.

      Kare, author of Resolving Conflicts Sooner

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