Book review Influence science and practice (1)
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Book review: Influence: science and practice

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Tejaswini Bakshi

Originally published: 1984

Paperback, 320 pages

Published: December 26th, 2006 by Harper Business ISBN 006124189X

(ISBN13: 9780061241895)

Editor: Robert Cialdini Genre: Self-help book

Influence – The psychology of persuasion is a book about the science of how we all get persuaded by people and also it brings out to us the tactics which can be used to ‘influence ‘ other people. Precisely, it can help a person become a skilled persuader. It is written by Dr. Robert Cialdini who is the Regents’ Professor Emeritus of Psychology and Marketing at Arizona State University and was a visiting professor of marketing, business, and psychology at Stanford University, as well as at the University of California at Santa Cruz.Dr. Robert Cialdini has spent his entire career conducting scientific research on what leads people to say “Yes” to requests. His intense research over the years has resulted in this highly lauded book. Over three million copies have been sold and it has been translated into thirty languages. It has been listed on the New York Times bestseller list and Fortune lists under “75 Smartest Business Books”. It has also been recognized in 50 psychological classics.

The book mainly brings out six weapons of influence that can dramatically improve your relationships, business, and career goals. These weapons have practical applications in the real world. They have been proved powerful and life-changing.

Six principles of influence:

1. Reciprocation.
2. Commitment and consistency.
3. Social proof.
4. Liking.
5. Authority.
6. Scarcity.

These principles have been further elaborated in the book with several theories which are a result of numerous practical studies conducted in the field of psychology, marketing, economics, anthropology, and social science.

This book is highly recommended for people who want to amplify their ability to lead. Also for people all who are into business and marketing. It is also a must-read if you wanna know how to use weapons of influence to your advantage and if you don’t want them to be used against you to get taken advantage of.

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