Influence: Science and Practiceis an examination of the psychology of compliance (i.e. uncovering which factors cause a person to say "yes" to another's request). Written in a narrative style combined with scholarly research, Cialdini combines evidence from experimental work with the techniques and strategies he gathered while working as a salesperson, fundraiser, advertiser, and in other positions inside organizations that commonly use compliance tactics to get us to say "yes." Widely used in classes, as well as sold to people operating successfully in the business world, the eagerly awaited revision of Influence reminds the reader of the power of persuasion. Cialdini organizes compliance techniques into six categories based on psychological principles that direct human behavior: reciprocation, consistency, social proof, liking, authority, and scarcity.
Its a textbook replete with examples and instances which you may have heard or can relate to.
A must read for anyone interested in understanding how people are influenced by advertising, free gifts, leaders, con artists etc. There will be instances where you may say 'Oh, I too succumbed to this' or 'I can now understand this better'.
The examples and studies cited make it a worthwhile read.
Start-ups face lot of challenges. They have scarcity of resources, acceptance. Customers do not want to try a new start-up. They generally prefer an established player. Under such circumstances Robert Cialdini provides exceptional tools to take your organisation to next level. All his suggestions are cost contain. we www.expertentrepreneurship.com recommend a must read for start-ups