The big idea

In Influence, Cialdini describes the six primary drivers of influence, including: Reciprocation; Commitment & Consistency; Social Proof; Liking; Authority; and Scarcity. Beyond digging into the research, Cialdini provides actionable methods for influencing others and guarding against the methods of influence in everyday life.

Why to read

Influencing others is one of the keys to making an impact in the world, because without influence, we have no audience, and without an audience, we have no impact. Armed with the six fundamental principles and a desire to do good in the world, you will be ready to go out and rally others to your cause.

Pages

336 in Paperback

About the author

Dr. Robert B. Cialdini is the leading researcher and marketer on the topics of persuasion and negotiation. With over thirty years of experience researching what makes people tick in business settings, he is a New York Times bestselling author and currently holds two appointments in the marketing and psychology departments at Arizona State University.

 Photo: Robert Cialdini, Influenceatwork.com