Influence by Robert B. Cialdinin (462)

Influence: The Psychology of Persuasion is a classic psychology and business book by social psychologist Robert B. Cialdini, first published in 1984 and updated in later editions. It explores why people say “yes” — even when it might not make logical sense — and how persuasion works both in everyday life and professional settings. Cialdini spent years conducting research, including undercover fieldwork in sales, fundraising, telemarketing, and car dealerships to observe real persuasion tactics in action.

The book combines rigorous scientific research, engaging anecdotes, and practical examples to show that much of human decision-making operates on automatic mental shortcuts rather than deep rational thought. Instead of being irrational, these shortcuts help us navigate complexity  but they also make us vulnerable to influence tactics.