Influence: Science and Practice by Robert B. CialdiniInfluence: Science and Practice by Robert B. Cialdini

Influence: Science and Practice

byRobert B. Cialdini

Paperback | July 29, 2008

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Influence: Science and Practice is an examination of the psychology of compliance (i.e. uncovering which factors cause a person to say “yes” to another's request).


Written in a narrative style combined with scholarly research, Cialdini combines evidence from experimental work with the techniques and strategies he gathered while working as a salesperson, fundraiser, advertiser, and in other positions inside organizations that commonly use compliance tactics to get us to say “yes.” Widely used in classes, as well as sold to people operating successfully in the business world, the eagerly awaited revision of Influence reminds the reader of the power of persuasion.


Cialdini organizes compliance techniques into six categories based on psychological principles that direct human behavior: reciprocation, consistency, social proof, liking, authority, and scarcity.

Robert B. Cialdini is Regents’ Professor of Psychology and Marketing at Arizona State University, where he has also been named W. P. Carey Distinguished Professor of Marketing.  He has taught at Stanford University and Harvard’s Kennedy School of Government.  He has been elected president of the Society of Personality and Social Psych...
Title:Influence: Science and PracticeFormat:PaperbackDimensions:272 pages, 8.9 × 5.9 × 0.5 inPublished:July 29, 2008Publisher:Pearson EducationLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:0205609996

ISBN - 13:9780205609994

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Rated 5 out of 5 by from Great Book Robert Cialdini's work is always insightful. A very useful primer for exposing cognitive biases and the ways in which we may be subject to (or become) compliance professionals in our own right. Good incorporation of scientific studies (without the jargon) and connected it to real life applications. I found it to be a great resource for examining my own behavior, explaining some of the behaviors of others, and considering influence strategies in building compliance for systems and processes. Highly recommended for anybody who is interested in the psychological predispositions to behavior in modern society.
Date published: 2016-01-09
Rated 4 out of 5 by from An Excellent Book This book provides a lot of insight on human behaviour and more evidence that humans do not really behave in accordance to reason. This book will help those who do not want to br manipulated and will give them more freedom in making their decisions...hmmm, possbily confusing them in the process! Tom, Director of
Date published: 2008-11-24

Table of Contents

All chapters conclude with “Summary” and “Study Questions.”


1.Weapons of Influence.

Click, Whirr.

Betting the Shortcut Odd.

The Profiteers.


Reader's Report.

2.Reciprocation: The Old Give and Take … and Take.

How the Rule Works.

Reciprocal Concessions.



Reader's Report.

3.Commitment and Consistency: Hobgoblins of the Mind.

Whirring Along.

Commitment Is the Key.


Reader's Report.

4.Social Proof: Truths Are Us.

The Principle of Social Proof.

Cause of Death: Uncertain(ty).

Monkey Me, Monkey Do.


Reader's Report.

5.Liking: The Friendly Thief.

Making Friends to Influence People.

Why Do I Like You? Let Me List the Reasons.

Conditioning and Association.


Reader's Report.

6.Authority: Directed Deference.

The Power of Authority Pressure.

The Allures and Dangers of Blind Obedience.

Connotation Not Content.


Reader's Report.

7.Scarcity: The Rule of the Few.

Less Is Best and Loss Is Worst.

Psychological Reactance.

Optimal Conditions.


Reader's Report.

8.Instant Influence: Primitive Consent for an Automatic Age.

Primitive Automaticity.

Modern Automaticity.

Shortcuts Shall Be Sacred.




Editorial Reviews

Here's what people are saying about the material in INFLUENCE: Science and Practice: “This marvelous book explains in clear, practical language the ways in which we become persuaded. It offers excellent insights for those who sell, but even more importantly for all of us who negotiate and buy.” –ROGER FISHER, Director, Harvard Negotiation Project, Co-author of “Getting to Yes.” “For marketers, it is among the most important books written in the last 10 years.” –JOURNAL OF MARKETING RESEARCH “The best sales tip I ever got was encouragement to read INFLUENCE by Dr. Robert Cialdini. It was so profound and insightful, I read it three times in a row.” –GREG RENKER, President, Guthy-Renker “It would be marvelous reading for students taking Social Psychology.” –DAVID MYERS, Hope College “The book is tremendously entertaining and very popular with students. It makes excellent reading for a Consumer Behavior or Advertising class.” –ALAN J. RESNIK, Portland State University “INFLUENCE should be required reading for all business majors.” –JOURNAL OF RETAILING