Summary of Influence

Influence: The Psychology of Persuasion, written by Robert Cialdini, examines the psychology of compliance and covers the six universal principles of influence: reciprocity, scarcity, authority, consistency, liking, and consensus. Using real-world examples, Cialdini explains how understanding these principles can be used to influence the decisions people make in commercial, political, and social settings. He explains the implications of these principles for both those trying to influence others and those trying to resist influence. Cialdini emphasizes how to ethically use influence to achieve mutually beneficial outcomes for both parties.