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Influence: Science and Practice is an examination of the psychology of compliance (i.e. uncovering which factors cause an individual to mention “yes” to every other’s request).
Written in a narrative style combined with scholarly research, Cialdini combines evidence from experimental work with the techniques and strategies he gathered whilst working as a salesperson, fundraiser, advertiser, and in other positions inside organizations that frequently use compliance tactics to get us to mention “yes.” Widely utilized in classes, in addition to sold to people operating successfully within the business world, the eagerly awaited revision of Influence reminds the reader of the facility of persuasion.
Cialdini organizes compliance techniques into six categories in accordance with psychological principles that direct human behavior: reciprocation, consistency, social proof, liking, authority, and scarcity.