INFLUENCE
The Psychology of Persuasion
ROBERT CIALDINI
ROBERT CIALDINI is professor emeritus of psychology and marketing at Arizona State University where he specializes in
persuasion, compliance and negotiation. He has previously taught at several universities including Ohio State University,
the University of California and Stanford University. He is also CEO and president of his own consulting firm, Influence At
Work. Dr. Cialdini has consulted with firms such as Google, Microsoft, Cisco Systems, Bayer, Coca-Cola and many others.
He is the best-selling author of Pre-Suasion and Influence which has sold more than 3 million copies. He is a graduate of
the University of North Carolina and Columbia University.
The author's website is at: www.influenceatwork.com
ISBN 978-1-77544-950-
, Influence–Page2
8
SUMMARIES.COM is a lifetime learning company specializing in business smarts. We provide concise information and tools
for salespeople, business owners and managers and entrepreneurs to get ahead. Read less, do more. www.summaries.com
MAIN IDEA piece of information to decide quickly. Sometimes that works well but when
There is a science to persuasion. others are manipulating the weapons, problems arise.
Specifically, there are six weapons To counter these weapons of influence, be aware of what the compliance
of influence which people and professionals are trying to do. They're selectively fudging the data to try and get
companies (especially advertisers) you to say "yes" to whatever they offer. Fight back and retaliate. The stakes have
use to try and get you to do gotten too high to sit back and do nothing.
something or buy their stuff. Those "Although there are thousands of different tactics that compliance practitioners
weapons of influence are: employ to produce yes, the majority fall within six basic categories. Each of these
categories has the ability to produce a distinct kind of automatic, mindless
compliance from people, that is, a willingness to say yes without thinking first. It
will be increasingly important for the society, therefore, to understand the how
and why of automatic influence."
INFLUE – Robert Cialdini
NCE The six weapons of influence
1 2
Reciprocity Consistency
Social Proof
4 5 INFLUENCE
Likability Authority Weapon #1 – Reciprocity. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Scarcity
You alwaysfeel an obligation to give back when you have received something
first. Be the
These weapons of influence work first to give something personalized and unexpected to the person you're trying to
because life is busy and you need
to make quick decisions rather influence and they will feel obligated to do the same for you.
than laboriously gather all the data.
Therefore, you rely on an isolated
The Psychology of Persuasion
ROBERT CIALDINI
ROBERT CIALDINI is professor emeritus of psychology and marketing at Arizona State University where he specializes in
persuasion, compliance and negotiation. He has previously taught at several universities including Ohio State University,
the University of California and Stanford University. He is also CEO and president of his own consulting firm, Influence At
Work. Dr. Cialdini has consulted with firms such as Google, Microsoft, Cisco Systems, Bayer, Coca-Cola and many others.
He is the best-selling author of Pre-Suasion and Influence which has sold more than 3 million copies. He is a graduate of
the University of North Carolina and Columbia University.
The author's website is at: www.influenceatwork.com
ISBN 978-1-77544-950-
, Influence–Page2
8
SUMMARIES.COM is a lifetime learning company specializing in business smarts. We provide concise information and tools
for salespeople, business owners and managers and entrepreneurs to get ahead. Read less, do more. www.summaries.com
MAIN IDEA piece of information to decide quickly. Sometimes that works well but when
There is a science to persuasion. others are manipulating the weapons, problems arise.
Specifically, there are six weapons To counter these weapons of influence, be aware of what the compliance
of influence which people and professionals are trying to do. They're selectively fudging the data to try and get
companies (especially advertisers) you to say "yes" to whatever they offer. Fight back and retaliate. The stakes have
use to try and get you to do gotten too high to sit back and do nothing.
something or buy their stuff. Those "Although there are thousands of different tactics that compliance practitioners
weapons of influence are: employ to produce yes, the majority fall within six basic categories. Each of these
categories has the ability to produce a distinct kind of automatic, mindless
compliance from people, that is, a willingness to say yes without thinking first. It
will be increasingly important for the society, therefore, to understand the how
and why of automatic influence."
INFLUE – Robert Cialdini
NCE The six weapons of influence
1 2
Reciprocity Consistency
Social Proof
4 5 INFLUENCE
Likability Authority Weapon #1 – Reciprocity. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Scarcity
You alwaysfeel an obligation to give back when you have received something
first. Be the
These weapons of influence work first to give something personalized and unexpected to the person you're trying to
because life is busy and you need
to make quick decisions rather influence and they will feel obligated to do the same for you.
than laboriously gather all the data.
Therefore, you rely on an isolated
