《影响力》

    This classic book on persuasion* explains the psychology* of why people say “yes”— and how to use these understandings.

    Author Dr. Robert Cialdini is an expert in the field of influence and persuasion. His 35 years of research along with a three-year program of study on what makes people change behavior has resulted in this book.

    Cialdini believes that influence is a science, unlike many who would think of persuasion as more of an art.

    Broadly he breaks the techniques into six groups: reciprocity* (someone gives you something and you feel indebted to them), commitment* and consistency* (you feel you have to do what the person wants in order to be “true” to your previous behavior), social proof (where a group believes something and it pressures you to agree with them), liking (when you do something for someone because you like them), authority* (when you believe someone is an expert and you should do what they tell you to), and scarcity* (when we agree to something because we’re afraid of losing the deal).

    A chapter is devoted to each and you quickly see why Cialdini looks at influence as a science. Each principle* is backed by social scientific testing. Each chapter is also filled with interesting examples that help you see how each principle can be used. By the end of the book, you will have little doubt that these are six important dimensions* of human interaction. The ideas in this book will make it easier for you to reach your goals. (SD-Agencies)