Whether you’re a social psychology buff, a marketer, a salesperson, or just want to understand why and how you are persuaded to say “yes”, Robert B. Cialdini’s Influence – Science and Practice is a must read.
Influence – Science and Practice addresses six primary drivers of human behavior; reciprocation, consistency, social proof, liking, authority, and scarcity. The dynamics of each driver are detailed and illustrated with engaging stories and scholarly research. Each chapter includes details of the compliance principals at work, execution strategies, and your defense against them. Each chapter ends with study questions, which should be no surprise as Dr. Robert Cialdini is a Professor Emeritus of Psychology and Marketing at Arizona State University.
While the content is obviously American culture-centric, many of the social dynamics at work are found across cultures. Influence – Science and Practice is an engaging read that provides those outside the social psychology realm valuable insights into human behavior. Five out of five stars.