Canonical · Negotiation & Persuasion · Book

Influence: The Psychology of Persuasion

Robert Cialdini · 1984

"People say yes for six predictable, exploitable reasons — reciprocity, commitment, social proof, liking, authority, and scarcity — and knowing the levers is the best defense against having them pulled on you."

The idea

Cialdini spent years undercover training as a used-car salesman, fundraiser, and telemarketer to catalog the tricks that actually work. In 1984 he distilled them into six weapons of influence that still explain most modern persuasion, from ads to cults.

Why it works

The takeaway — recall it first

Pre-Suasion

"The most effective persuasion happens before the actual request — by directing someone's attention to the right idea in the moment right before you ask."

Robert Cialdini · BookContinue→