Influence - The Psychology of Persuasion by Robert B. Cialdini Reviewed by Geoffrey W. Sutton Cialdini is a psychologist who has studied what it takes to persuade people to do act. When I consulted with parents and teachers about child behavior, I asked about commercials they remembered, which was often a fun exercise. Then I asked about influence— most admit remembering ads when in a store or buying something on impulse. My point is, businesses know they that a 30 or 60-second commercial can influence human behavior. If you are trying to sell a product or service, protest for change, or win converts to your cause, Cialdini’s principles backed by fascinating research might be helpful. The numbers refer to the chapters in the book, Influence . 1. The Contrast Principle. When we have two experiences—one after another—the first one influences the second. Meet a mean person first and the next person will seem kinder even if they are neutral. Meet a kind and welcoming person first and th
This is a publication of book and film reviews that deal with human nature in a scientific or artistic sense. We may earn income from purchases of advertised products or links.