Influence: The Psychology of Persuasion Book

If you were only ever allowed to read one self help book in your lifetime, this memorable book will certainly have the power to influence your mindset, at work and at home. Dr Robert Caildini PhD has spent more than thirty years looking at why and how people can be influenced to behave in certain ways, or say yes to things that they would rather not. Essentially the book describes the methods that people use, particularly in sales and marketing, to manipulate you towards certain behaviours or buying patterns. The essence of Dr Caildini hypothesis is that as human beings we instinctively seek to appear consistent with our past actions and our beliefs about our own values and principles. This instinct allows others to control our behaviour at both conscious and subconscious levels. We then become easy prey for unscrupulous and reasonable sales tactics alike. Dr Cialdini uses case study citations to explain how easily we can succumb to the persuasions of others, and is not afraid to utilize his own gullibility to some techniques, for example, because he wanted to appear consistent to the attractive sales woman to whom he had confided; being an avid lover of the Arts, he agreed with her that he would attend the theatre more if it was cheaper, thus cornering him into signing up to a year's subscription to the theatre. Robert Caildini explains how our motivations allow these methods work and not only is it a must read for entrepreneurs, marketers and their prey - whoever they may be, it is also one of the most useful books for anyone interested in the study of motivating behaviour change, such as in the field of public health care.Read More