• Joe Gilbert

Influence The Psychology of Persuasion

Updated: Oct 21

A Book Review: Influence The Psychology of Persuasion

Cialdini, Robert B. Influence The Psychology of Persuasion.

Collins Business, New York, 2007. 309 pp. $18.99 U.S.

“It is apparent that good-looking people enjoy an enormous social advantage in our culture. They are better liked, more persuasive, more frequently helped, and seen as possessing better personality traits and intellectual capacities”.

Cialdini identifies six distinct principles of influence, illustrates how they are used in marketing and (most importantly) explains how we can benefit from our understanding and use of the principles of influence.

This video overview quickly touches on each of Cialdini’s six principles in 10 minutes.




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