Summary of Influence

Influence: The Psychology of Persuasion by Robert B. Cialdini is an iconic book about the psychology of persuasion. It examines the six universal principles of influence that have been scientifically proven to make people more receptive to an idea, product, or service. These six principles are reciprocity, commitment and consistency, social proof, authority, liking, and scarcity. By understanding these principles, readers will be better equipped to defend against manipulation and persuasion, as well as become a more effective persuader themselves. Through real-life examples, Cialdini explains the power of these principles and how they can be used ethically and effectively.