For someone who is new to psychology/marketing/sales, this is quite a discovery and a must-read. For street-smart folks or those with even little experience/knowledge of those subjects would find most content obvious, but still encounter some surprises and interesting studies.<br/><br/>Robert Cialdini lists out and explains six "weapons of influence" that "compliance practitioners" (as he calls it) or marketing/sales professionals use all the time to persuade you into buying stuff without you being aware you're being played. The six being (titles are mostly self-explanatory): <br/><br/> 1. Reciprocation<br/> 2. Commitment and Consistency<br/> 3. Social Proof<br/> 4. Authority<br/> 5. Liking<br/> 6. Scarcity<br/><br/>One fun aspect of the book is when you keep recalling situations when you gave in to one of the "weapons of influence". Where the book could have done better is using more relevant examples (since it's an updated edition) for the current generation of readers. Cialdini is mostly concise in his writing when compared to mindless overstretching by most business books. Overall, a fine read.
This is an academic, research-intensive look into why people say “yes” and the implications of this understanding of people in everyday situations. A great read if you’re interested in behavioral psychology and want some practical insight into how you can get more of what you want in both your personal and professional life. A few of the key lessons include the tendency to reciprocate, our drive to be consistent, the power of “because” and small commitments, and how what you see or experience first influences how you think about what comes next.