Influence, New and Expanded: The Psychology of Persuasion

“Influence, New and Expanded: The Psychology of Persuasion” by Robert B. Cialdini is the updated edition of his groundbreaking work on the science of persuasion and influence. This expanded version includes new research, insights, and examples that build on the original principles outlined in the book. Cialdini, a renowned social psychologist, explores the underlying mechanisms that drive people to say “yes” to requests and offers a comprehensive analysis of the tactics used by successful persuaders.

Key concepts covered in the book include:

1. Reciprocity: The principle that people feel obligated to return favors and concessions, making them more likely to comply with requests after receiving something first.
2. Commitment and Consistency: The idea that individuals strive to be consistent with their commitments and previous actions, leading them to follow through on agreements and statements they have made.
3. Social Proof: The influence of observing the behavior of others in determining one’s own actions, especially in uncertain situations.
4. Authority: The impact of perceived authority and expertise on compliance, where people tend to follow the lead of credible, knowledgeable figures.
5. Liking: The concept that people are more likely to be persuaded by those they like and find attractive or similar to themselves.
6. Scarcity: The psychological effect of perceiving something as more valuable when it is scarce or limited in availability.

The new edition expands on these principles with additional chapters and updated content that reflect the latest research in the field. Cialdini introduces the principle of Unity, which emphasizes the power of shared identity and kinship in influencing behavior.

The book provides practical examples and strategies for applying these principles in various contexts, including business, marketing, negotiation, and everyday interactions. Cialdini’s work is known for its accessibility, engaging writing style, and relevance to both professionals and general readers interested in understanding the dynamics of influence and persuasion.