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Influence

In: Philosophy and Psychology

Submitted By whoowhere
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INFLUENCE
The Psychology of Persuasion

ROBERT B. CIALDINI PH.D.

This book is dedicated to Chris, who glows in his father’s eye

Contents
Introduction

v

1
Weapons of Influence

1

2
Reciprocation: The Old Give and Take…and Take

13

3
Commitment and Consistency: Hobgoblins of the Mind

43

4
Social Proof: Truths Are Us

87

5
Liking: The Friendly Thief

126

6
Authority: Directed Deference

157

7
Scarcity: The Rule of the Few

178

Epilogue Instant Influence:
Primitive Consent for an Automatic Age

205

Notes

211

Bibliography

225

Index

241

Acknowledgments
About the Author
Cover
Copyright
About the Publisher

INTRODUCTION

I can admit it freely now. All my life I’ve been a patsy. For as long as I can recall, I’ve been an easy mark for the pitches of peddlers, fundraisers, and operators of one sort or another. True, only some of these people have had dishonorable motives. The others—representatives of certain charitable agencies, for instance—have had the best of intentions.
No matter. With personally disquieting frequency, I have always found myself in possession of unwanted magazine subscriptions or tickets to the sanitation workers’ ball. Probably this long-standing status as sucker accounts for my interest in the study of compliance: Just what are the factors that cause one person to say yes to another person? And which techniques most effectively use these factors to bring about such compliance? I wondered why it is that a request stated in a certain way will be rejected, while a request that asks for the same favor in a slightly different fashion will be successful.
So in my role as an experimental social psychologist, I began to do research into the psychology of compliance. At first the research

vi / Influence

took the form of experiments performed,…...

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