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Summary

The foundational and wildly popular go-to resource for influence and persuasion—a renowned international bestseller, with over 5 million copies sold—now revised, adding: new research, new insights, new examples, and online applications.

In the new edition of this highly acclaimed bestseller, Robert Cialdini—New York Times bestselling author of Pre-Suasion and the seminal expert in the fields of influence and persuasion—explains the psychology of why people say yes and how to apply these insights ethically in business and everyday settings. Using memorable stories and relatable examples, Cialdini makes this crucially important subject surprisingly easy. With Cialdini as a guide, you don't have to be a scientist to learn how to use this science.

You'll learn Cialdini's Universal Principles of Influence, including new research and new uses so you can become an even more skilled persuader—and just as importantly, you'll learn how to defend yourself against unethical influence attempts. You may think you know these principles, but without understanding their intricacies, you may be ceding their power to someone else. 

Cialdini's Principles of Persuasion: 

  • Reciprocation
  • Commitment and Consistency
  • Social Proof 
  • Liking 
  • Authority
  • Scarcity
  • Unity, the newest principle for this edition

Understanding and applying the principles ethically is cost-free and deceptively easy. Backed by Dr. Cialdini's 35 years of evidence-based, peer-reviewed scientific research—including a three-year field study on what leads people to change—Influence is a comprehensive guide to using these principles to move others in your direction.

©2021 Robert B. Cialdini (P)2021 HarperCollins Publishers

What listeners say about Influence, New and Expanded

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Very useful concepts and a pleasure to read

The whole book is very well written and keeps drawing you in. He structures the book with examples and stories that make it gripping and make you want to keep reading and help you remember the concepts.
The main thing though is the fascinating concepts explained in the book with principles which I think will be very useful for me in my life. He explains all the things that marketers and anyone trying to have influence will use on us and the ways that we can have more impact on others.

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  • AJ
  • 18-10-21

A Fantastic book for the Morden Age

Real insightful and useful for the way we can be manipulated if not aware. I believe Robert to be on the side the good, and in general the underdogs. Worth every penny.

1 person found this helpful

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Essential reading about influence

I've read influence, the psychology of persuasion so many times I can mostly recite it, so I was wondering how much value there would be in this new and expanded version. Let's just say my expectations were exceeded and I will be giving this book multiple listens with my notepad.
I have a podcast called Speaking Influence, so you can imagine I am somewhat interested in the subject and Dr Cialdini is on my dream guest list but until I can get to chat with him personally, I am going to keep enjoying this fantastic update to the original book.

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Great book of our times

A greatest book of our times. Everybody should read it to avoid being exploited. I wish the book never ends, SO interesting it was.

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Way too long for the content

While most of the knowledge presented in this book is useful it should be half as long or even a third as long. The author keeps going in circles.

The second drawback is that the author often refers to research that has been debunked or is college-student studies from the replication crisis period

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Brilliant research based with real world examples

This is full of solid research based concepts, told in a relatable manner with tons of real world examples.

the only bit I did not enjoy is the detailed hazing stories, a bit too much detail for driving the point made in that chapter.

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Access and ignorance

I couldn’t access this valuable information until now. I don’t know whether it is my circumstances or ignorance. I am grateful for this opportunity to listen to this formidable guidance.

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Good educational book

The book is full of useful advice, examples and ideas. It's highly ethical even though it may not look like its goal. The only downside is that it's too long.

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Brilliant and insightful

A fantastically insightful piece of academic writing which is a great companion piece to Khaneman’s Thinking fast and slow

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Long and dragged out examples

Got half way through and just couldn't bare to continue. Talks about really basic stuff for hours and hours and gives example after example when its really not necessary.

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  • Sand
  • 30-05-21

Use the Audible Speed Feature!

This book is listed in the category of "Business and Leadership", but it's really about the principles of human behavior that affect all of us, regardless of occupation or age. It's a classic that has held up to multiple re-reads even without the expanded material in this newest edition, but for those already familiar with previous editions, this release provides an excellent reason to revisit Cialdini's work yet again. I wouldn't hesitate to recommend its content to anyone.

However, unlike the previous Audible performance of the 2006 edition, (which has now disappeared from my Library so I'm not sure what it was actually released as an audiobook) this one is read by the author, which I think could be problematic for most listeners.
Fortunately, there's an easy fix!

Cialdini is, by all accounts, a charismatic public speaker and lecturer, so it's clear the man knows how to hold a live audience's attention. Of course, audiobook narration isn't the same as public speaking, and to many ears, his slow and carefully annunciated delivery may come across as low-energy and dull at the default 1.X speed.

BUT, using Audible's speed adjustment feature hugely improves the listening experience. It was much easier for me to enjoy Cialdini's inflection and likable Midwestern accent once I switched to 1.2X speed. Many listeners could probably set it several points higher without losing the narrative; the .1 increments the Audible player provides makes it easy to find your personal sweet spot.

In any case, don't let narration issues keep you from consuming this book. I suggest listening to the sample at 1.2 or higher, and if you still can't make it work for your ears, get your hands on a print or Kindle version--you won't regret it!

32 people found this helpful

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  • Truth Seeker
  • 04-05-21

The worst narration I’ve ever experienced!

This work is a classic now expanded and updated to fit in today’s current times. The book itself is worthy of five stars but the narration is perhaps the worst I’ve ever experienced in my life. Extremely boring, slow, and monotonous. You will have to listen at least at least 1.3x

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  • Mikisha Silvera
  • 10-05-21

WORST NARRATION IN HISTORY!!!!

Although I gave it 1 star for the NARRATION....it doesn't take anything away from the BRILLIANT content.
It would serve you best to just read the damn thing!!!
Only then you will come to appreciate the knowledge being bestowed upon you.
DR. Cialdini is no doubt a GREAT researcher...But someone please tell him to stay away from narrating. At times he sounded as if he just woke up and started reading while shaving and then to the kitchen making a fresh cup of brew.
Yaaaaaaawn!!!!

15 people found this helpful

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  • Joseph
  • 04-05-21

Profoundly impactful

I generally only recommend this book to business professionals but the truth this book can helpful to everyone. This new edition has me hooked all over again.

12 people found this helpful

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  • Amazon Customer
  • 23-05-21

Sales professions & consumers should read this

I love this book because it was such an exceptional upgrade to the original. I especially like the fact that Chaldini focused on something I don't recall from the last book. He details defense against manipulative influence tactics. And makes a very clear moral stand as to how we should behave in terms of basically crushing unethical use of these techniques.

tim #bgreen

7 people found this helpful

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  • Hashem Beitvashahi
  • 08-06-21

useless

no wonder that his book never being published and no one wanted to buy it. if you looking to waist time. and some outdated tv news reports then take . completely useless never found any useful phrase in it. I have been deceived by his YouTube interview. don't fall in this trap.
Good Luck

5 people found this helpful

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  • Justin
  • 24-06-21

Double speed makes it a decent listen

I think it’s worth the listen on double speed. A book similar to this one is Thinking Fast and Slow.

4 people found this helpful

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  • Anonymous User
  • 23-07-21

Try and guess if this review is fake

Read the book to find out :)

In all seriousness, this book is fascinating and provides indispensable information about our own psychological mechanisms that are so important to recognize.

I usually don’t write reviews, but I feel obligated to give a good one here. Probably thanks to the rule of reciprocity with some need to be consistent sprinkled in. Cheers!

3 people found this helpful

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  • Seth S Moyers
  • 17-06-21

Want 20 hours of common sense you already know?

Do not waste a credit/money on this title. I heard the author on Freakonomics recently and it sounded very interesting, so I purchased the book here immediately. I gave it a few hours, and the author reads the book, which makes it slow, and boring. Like someone's sleepy grandpa is reading it to you. Then you have the content. Which is all complete common sense and did not need to be made into a book at all, much less updated and sold again. I believe the author became confused in his advanced age and accidentally published the same book from 40 years ago again.

Save a credit and just go have Chrome read Wikipedia entries to you about influence.

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  • A structural engineer
  • 03-10-21

Listen at 1.25-1.4x, and read the last chapter

I loved this book, enough to move on to Pre-suasion. The writing engages and Cialdini is the rare author who reads his own work well. But also very slowly. I listened comfortably at up to 1.4 speed. I particularly liked the last chapter, in which Cialdini offers a persuasive moral argument in favor of using the mechanisms of influence: to help people use cognitive shortcuts to make good decisions in the face of information overload.

2 people found this helpful