Title: Influence

Author: Robert· B. Cialdini (Robert B. Cialdini)

Translator: Zhao Yanan, Zhao Longfei

Published: May 2006

About the author

   Robert·B·Cialdini(Robert B. Cialdini)He's a professor of psychology at Arizona State University, where he studies persuasive and submissive behavior。Former member of the American Association for Personality and Social Psychology (Society for Personality and Social Psychology）主席。His research has been published in many journals, including the Handbook of Social Psychology.(Handbook of Social Psychology)Journal of Personality and Social Psychology(Journal of Personality and Social Psychology)His book Influence has been translated into26Languages, sold all over the world200Ten thousand copies, and was selected by Fortune magazine75One of the wisest books you'll ever read。

Creative process

RobertCialdini has devoted his career to the study of influence, teaching social psychology for a long time, including three years of research on persuasion and compliance behavior, and has a wide international reputation in the field of persuasion, compliance, and negotiation。Led a work impact company (INFLUENCE AT WORK conducts research and training on ethical influence. Its clients include Fortune 500 companies such as Google, Microsoft, Cisco, Bayer, Coca-Cola and KPMG, as well as education and government departments such as the Kennedy School of Politics and the U.S. Department of Justice。For his cutting-edge research on business ethics and the use of policy, he eventually wrote the book Influence。

Content introduction 

In this book, politicians use their influence to win elections, businessmen use their influence to sell goods, and salesmen use their influence to lure you into giving them money......
  Author useSix psychological secrets reveal the psychological principles behind compliance, explaining why some people are so persuasive, and why we sometimes give in to other people's demands.At the heart of the book are six psychological weapons of influence: reciprocity, liking, social acceptance, authority, scarcity, commitment, and conformity, principles that apply not only to sales and marketing, but also to all aspects of human interaction and personal behavior。In this book, Dr. Robert Cialdini breaks down their tricks, learns how to protect yourself, and puts these six secrets to work for us。

Golden sentence sharing    

1. One of man's greatest virtues is freedom of choice, and the earliest place to choose free action is in the place of human influence。
2. Simply by revealing the forces and mechanisms of social pressure, we can help achieve individual and collective goals。
3. Our behavior is largely determined by the context of our environment and the influence of our social system。
4. Gaining the support of others for something can change their inner attitudes and behaviors。
5. We are more influenced by others when we believe they have expertise or a position of authority。

Recommendation reason     

   After reading this book, you will be able to do two things: first, you will not say "yes" when your real intention is to say "no";The second is to make yourself more influential than before。This book will help readers better understand the psychological basis of human behavior and improve their interpersonal skills, both in the workplace and in everyday life。All in all, Influence is a straightforward psychological book, and by learning and applying its principles, readers can improve their ability to be persuasive and to deal with situations。