Book Review: Influence - Science and Practice by Robert B Cialdini

Influence: Science and Practice is an engaging book that is both practical and enjoyable, based on evidence of what influence is and why it works. Explaining in clear language the ways in which we are influenced, the book offers excellent insights into why we are persuaded into saying yes. You’ll also learn some worthwhile ways to defend yourself from unreasonable requests!

Each chapter contains great examples of influence, and includes interviews, quotes and observations – all scientifically grounded and based on controlled psychological research. Chapters are summarised by learning points and study questions which makes understanding and learning much easier.

Cialdini’s 6 main sources of influence are as follows:

Reciprocity (give and take)

Repaying in kind what another person has provided for us. All human societies subscribe to this. Many charities use reciprocity, giving something of small value, such as a pen, for free to encourage people to make a donation.

Commitment and Consistency

People need to be consistent with their words, beliefs, attitudes and deeds to create a self-fulfilling prophecy. What’s more, after making an initial commitment, most people are more willing to agree to requests that are in keeping with that prior commitment. This is evident in shopping habits, for example, as people often go to the same supermarkets and buy the same brands.

Social Proof (consensus)

An important means that people use when deciding what to believe or how to act, particularly if uncertain, is based on how other people behave and what they are doing. When on holiday and selecting a restaurant for dinner, for example, people are much more likely to choose the busiest restaurant than the quiet one around the corner.

Liking

People say yes to individuals they know and like (and therefore trust). Likeability includes physical attractiveness which seems to engender a halo effect. People buy for emotional reasons, not rational ones.

Authority

In our society there is strong pressure for compliance with requests from an authority, such as a parent or a teacher. This comes from systematic socialisation practices designed to instil the perception that obedience constitutes correct conduct and will be rewarded.

Scarcity (the rule of the few)

People assign more value to opportunities when they are less available, that is, when there is a limited number or a deadline. We respond to the lack of things by wanting to have them more, hence scarce items are more valued when they are recently scarce or when we have to compete with others for them.

All in all, this is a rare book, written authoritatively and yet a pleasure to read. Teaching the fundamentals of the compliance and influence Caldini’s work proves to be a lively, useful and relevant to the personal lives of all his readers.', 'Influence: Science and Practice is an engaging book that is both practical and enjoyable, based on evidence of what influence is and why it works. Explaining in clear language the ways in which we are influenced, the book offers excellent insights into why we are persuaded into saying yes. You’ll also learn some worthwhile ways to defend yourself from unreasonable requests!