The Psychology of Persuasion

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Influence, the classic book on persuasion, explains the psychology of why people say "yes"—and how to apply these understandings. Dr. Robert Cialdini is the seminal expert in the rapidly expanding field of influence and persuasion. His thirty-five years of rigorous, evidence-based research along with a three-year program of study on what moves people to change behavior has resulted in this highly acclaimed book.

You'll learn the six universal principles, how to use them to become a skilled persuader—and how to defend yourself against them. Perfect for people in all walks of life,...

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Reviews and Recommendations

We've comprehensively compiled reviews of Influence from the world's leading experts.

Charles T. Munger Vice Chairman/Berkshire HathawayRobert Cialdini has had a greater impact on my thinking on this topic than any other scientist. (Source)

Scott Adams Creator of DilbertGreat video summary of Influence | The Psychology of Persuasion by Robert Cialdini ► Book Summary via @YouTube (Source)

Max Levchin Co-founder/PayPal, CEO/Affirm, Investor[Max Levchin recommended this book as an answer to "What business books would you advise young entrepreneurs read?"] (Source)

Dan Ariely AuthorIt covers a range of ways in which we end up doing things, and how we don’t understand why we’re doing them. (Source)

Jim Collins AuthorRecommends this book

Alexis Ohanian Co-founder/Reddit[Helps you] navigate the world with heightened awareness for how we're always being influenced/manipulated. (Source)

Noah Kagan Founder/Sumoeval(ez_write_tag([[250,250],'theceolibrary_com-leader-2','ezslot_7',164,'0','1'])); A few months ago, I was drinking a Noah’s Mill whiskey (cute) with my good buddy Brian Balfour and talking about life... During the conversation, we got on the topic of books that changed our lives. I want to share them with you. I judge a book's success if a year later I'm still using at least 1 thing from the book. (Source)

Tobi Lütke Founder & CEO/ShopifyInfluence was just the most mind-bending book you can imagine, because it essentially taught you always humans are flawed and influential and how, yes, computers are predictable. And you can deal with it. (Source)

Jeff Gibbard There are five books that, when taken together, form the majority of my perspective on business: [...] Influence. (Source)

Bryan Choo Question: What five books would you recommend to young people interested in your career path & why? Answer: Anthony Robbins Unlimited Power Malcolm Gladwell's Outliers / The Tipping Point Stephen R. Covey's The 7 Habits of Highly Effective People Simon Sinek's Start With Why Robert Cialdini's Influence: Science and Practice (Source)

Holger Arians This book is already a classic in terms of how to influence people and persuade them to do what you want, and how to protect yourself from persuasion by others. These are two must-have skills for leaders and you should continually work on improving them. Recently, the author has updated his advice with the book Pre-Suasion, with examples based on modern business interactions. However, you should start with the core principles explained in the original book and then follow up with updated evidence in the new one. (Source)

Louis Grenier If you want to understand people better, understand why people do stuff and why they don’t, you have the usual: “Influence” by Cialdini. I think you should read it but I don’t think you should spend too much time on it. (Source)

Samy Kamkar I love it because it was a very systematic and analytical approach to the most common ways that human being have been known to be influenced and persuaded to do something. (Source)

Rand Fishkin Robert Cialdini’s seminal work on how and why mankind thinks and acts. Essential reading. (Source)

Julia Enthoven Recently, I enjoyed and learned a lot from Influence by Robert Cialdini, a book about how you can persuade, sell, and lead using soft skills. I think Cialdini does a great job of blending the research with stories that illustrate how you put his tactics to work. (Source)

Adam Haritan For anyone interested in my career path, I’d recommend books in various genres. On a real practical level, I’d certainly recommend reading any and all plant/mushroom/tree/ecology/nature books you can acquire. It’s even more helpful to read the books that pertain specifically to your ecosystem and bioregion. Additionally, I’d also recommend reading a plethora of business and marketing books — both old and new alike. Think And Grow Rich by Napoleon Hill, Crush It! by Gary Vaynerchuk, Influence: The Psychology of Persuasion by Robert Cialdini, and anything by Seth Godin would be my top... (Source)

Primoz Cigler The best business book I read is the Influence: The Psychology of Persuasion by Robert B. Cialdini. I am reading it now for the second time. The reason why I like it so much is that it gives you a good explanation of human psychology that you can use in many different situations. The variety of the techniques and experiments used in the book will help you become a better negotiator, but also it will open your eyes how others are exploiting your human nature every day. Each chapter ends with the 'How to Say No' which also gives you a meaningful advice on how to react when you find yourself in... (Source)

Sean Seton-Rogers Loved how it exposed how conditioned all people are. Being aware of it is important. (Source)

Ola Olusoga Always take away something new every time I read this book. (Source)

David Heinemeier Hansson It taught me so much about marketing and human psychology. I keep referring back to that book all the time. It has been instrumental in inspiring the marketing strategies I used to propel Rails and Basecamp. (Source)

Trevor Sumner 90% of regrets and errors in life are errors of omission, not errors of commision. "Embarassment is a villain to be crushed." - Robert Cialdini in the great book Influence (Source)

Whitney Tilson Recommends this book

Lee Odden Recommends this book

Skip Prichard Recommends this book

Shep Hyken Recommends this book

Dean Roller Read a classic book like Claude Hopkins Scientific Advertising book and Influence by Dr. Robert Cialdini. Understanding fundamental principles to how humans operate is always a great starting point to focus on. It is easy to forgot tried and test examples when the next "new thing" comes along. (Source)

Adam Robinson [Adam Robinson recommended this book on the podcast "The Tim Ferriss Show".] (Source)

Adam Robinson [Adam Robinson recommended this book on the podcast "The Tim Ferriss Show".] (Source)

Gary Noesner It’s a book that really was the foundation for much of what we spearheaded in the FBI that moved professional negotiators towards becoming crisis interveners. (Source)

David Brudo [One of the books that had an impact on .] (Source)

Mikhail Dubov A few books had a dramatic impact on how I work day to day [...] Influence. (Source)

Chris Goward Here are some of the books that have been very impactful for me, or taught me a new way of thinking: [...] Influence. (Source)

Anant Jain This one is a deep dive into behavioral science and human psychology. It’s shocking, entertaining, and introduces you to the fallibility of your own brain in quite a delightful way. (Source)

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