Influence: Science and Practice
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Authors: Robert B. Cialdini
Influence Science and Practice
Fifth Edition
Robert B. Cialdini
Arizona State University
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Library of Congress Cataloging-in-Publication Data
Cialdini, Robert B.
Influence : science and practice / Robert B. Cialdini.–5th ed.
p. cm.
Includes bibliographical references (p. ) and index.
ISBN-13: 978-0-205-60999-4
ISBN-10: 0-205-60999-6
1. Influence (Psychology) 2. Persuasion (Psychology) 3. Compliance. I. Title.
BF774.C53 2009
153.8 52–dc22
2008020078
Printed in the United States of America
10 9 8 7 6 5 4 3 2 1 RRD-VA 12 11 10 09 08
Credits appear on page 260, which constitutes an extension of the copyright page.
Contents
CHAPTER 1 Weapons of Influence
CHAPTER 2 Reciprocation: The Old Give and Take . . . and Take
The Rule Enforces Uninvited Debts
The Rule Can Trigger Unequal Exchanges
Reciprocal Concessions, Perceptual Contrast, and the Watergate Mystery
Damned If You Do, Damned If You Don’t
Here’s My Blood, and Do Call Again
The Sweet, Secret Side Effects
CHAPTER 3 Commitment and Consistency: Hobgoblins of the Mind
Standing Up for the Public Good
CHAPTER 4 Social Proof: Truths Are Us
CHAPTER 5 Liking: The Friendly Thief
Making Friends to Influence People
Why Do I Like You? Let Me List the Reasons
Does the Name Pavlov Ring a Bell?
From the News and Weather to the Sports
CHAPTER 6 Authority: Directed Deference
The Power of Authority Pressure
The Allures and Dangers of Blind Obedience
CHAPTER 7 Scarcity: The Rule of the Few
Less Is Best and Loss Is Worst
Adult Reactance: Love, Guns, and Suds
New Scarcity: Costlier Cookies and Civil Conflict
Competition for Scarce Resources: Foolish Fury
CHAPTER 8 Instant Influence: Primitive Consent for an Automatic Age
About the Author
Robert B. Cialdini is Regents’ Professor of Psychology at Arizona State University, where he has also been named Graduate Distinguished Research Professor. He received undergraduate, graduate, and postgraduate training in psychology from the University of Wisconsin, the University of North Carolina, and Columbia University, respectively. He is past president of the Society of Personality and Social Psychology.
He attributes his long-standing interest in the intricacies of social influence to the fact that he was raised in an entirely Italian family, in a predominantly Polish neighborhood, in a historically German city (Milwaukee), in an otherwise rural state.
Preface
The initial version of
Influence
was designed for the popular reader, and as such, an attempt was made to write it in an engaging style. In the subsequent versions, that style is retained, but in addition, I present the research evidence for my statements, recommendations, and conclusions. Although they are dramatized and corroborated through such devices as interviews, quotes, and systematic personal observations, the conclusions of
Influence
are based on controlled, psychological research. This fact allows the reader to feel confident that the book is not “pop” psychology but represents work that is scientifically grounded. The subsequent versions also provide new and updated material, chapter summaries, and study questions to enhance its utility.
A potentially attractive feature of the present version of
Influence
lies in its ability to serve as an enjoyable, practical, yet scientifically documented offering. In a related vein, the book might be seen as a way to demonstrate that, properly presented, what often seems like dry science can actually prove to be lively, useful, and relevant to all readers’ personal lives.
Comment on the Fifth Edition of Influence: Science and Practice
It has been some time since
Influence
was last published. In the interim, some things have happened that deserve a place in this new edition. First, we now know more about the influence process than before. The study of persuasion, compliance, and change has advanced, and the pages that follow have been adapted to reflect that progress. In addition to an overall update of the material, I have devoted special attention to updated coverage of popular culture and new technology, as well as to research on cross-cultural social influence—how the influence process works similarly or differently in various human cultures. I have also expanded a feature that was stimulated by the responses of prior readers.