Influence, New and Expanded

The Psychology of Persuasion

by Robert B. Cialdini

4.7(5,655 ratings)

12 min read

Brief overview

This book uncovers the hidden forces that steer our choices and shape our interactions. Backed by decades of observation and research, it shows why we often say yes without fully realizing the triggers behind our decisions. Expect to gain fresh perspectives on how social influences guide your everyday life.

Introduction

We live in a world of constant requests. Some come from family or coworkers, others spring from online ads or phone calls. Regardless of the source, these appeals often tap into deep emotional or mental triggers that bypass our careful reasoning. This book explores that hidden side of influence.

You’ll find that many of your daily decisions are guided by shortcuts—mental rules of thumb that serve a purpose but can sometimes trip you up. Understanding these rules won’t make you immune to influence; instead, you’ll learn to notice when you’re being nudged.

Consider how quickly you size up a stranger’s advice based on their clothing or how eagerly you respond to a “last chance” sale. It’s easy to miss how such details shape your actions. By shining a light on these processes, you gain power to respond with awareness.

In the pages ahead, you’ll see examples ranging from subtle friend-to-friend persuasion to massive marketing campaigns. Each one unveils strategies that work precisely because most people never suspect them. Let’s begin by discovering how automatic behaviors trigger our compliance.

Noticing your first instinct to say yes is often the best defense against blind persuasion.

The Pull of Automatic Responses

Our minds rely on certain built-in cues to decide how to act. These cues can be simple, like a specific phrase or a familiar sight that sets off a well-rehearsed reaction. The advantage is speed: we don’t have to think through every step, so we save mental energy.

While shortcuts make life smoother, they can be hijacked. Con artists and advertisers deploy small triggers—like a sound or a look—that instantly set our behavior in motion. We comply simply because something signaled us to do so, like following a preset script.

Researchers compare these automatic patterns to reflexes in animals. Even a mother turkey responds predictably to the cheep-cheep call of her chicks, caring for anything making that sound. In humans, it’s more complex but just as real. We often act on autopilot and rarely question why.

Recognizing these reflexes is the first step to guarding yourself. Once you realize that an instinctive reaction can be triggered by someone’s well-placed gesture or phrase, you’re better equipped. It doesn’t mean you must ignore every urge—only that you pause and question its source.

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What is Influence, New and Expanded about?

"Influence, New and Expanded: The Psychology of Persuasion" by Robert B. Cialdini is a groundbreaking exploration of the subtle forces steering our decisions and interactions. Expanding on timeless insights, Cialdini provides a fresh perspective on persuasion's mechanics and its impact on our daily lives. Structured around key principles, the book examines how and why humans are prone to saying "yes," often without an inkling of the unseen triggers that prompt our surrender. Here’s your guide to understanding—arming readers with the tools to discern and engage these potent social influences.

Through the lens of psychology, Cialdini's work unfolds the subliminal paths our minds tread, driven often by commitment, authority, and the appeal of social proof. He unpacks these interactions in a unique, approachable manner, instilling awareness of both external persuasion tactics and self-guided biases. Readers are taught not only to recognize these patterns but to apply learned insights ethically, enhancing personal and professional communications. By exploring practical applications of these principles, this book becomes an indispensable resource for anyone looking to navigate the complexities of human influence.

Regarded as a seminal piece in behavioral psychology, Cialdini's work holds a mirror to social etiquette and manipulation—challenging readers to confront and recalibrate their approaches to daily decision-making. "Influence, New and Expanded" stands out as a relevant, transformative text that enhances awareness and equips individuals to respond consciously to diverse influences encountered daily.

Review of Influence, New and Expanded

Robert B. Cialdini's "Influence, New and Expanded" elegantly encapsulates the psychology of persuasion through accessible language and relatable anecdotes. This expertly crafted work dives deep into the psychological elements guiding our automatic responses—these shortcuts which often dictate our unseen choices. A definitive strength lies in the seamless integration of real-world examples, illustrating the principles' applicability and providing a lens through which to better understand, and possibly alter, one's reactions and relationships.

Among the work's most notable qualities is its practical utility. Easy to navigate and replete with actionable insights, "Influence" provides readers with a toolkit for personal growth, allowing one to sidestep everyday coercion while ethically influencing others. The text emboldens readers to engage with these forces ingenuously—leveraging influence in approaches that are as conscientious as they are effective. This balance between ethical application and the unearthing of strategic depth sets Cialdini's book apart.

Readers will appreciate the engaging narrative style, which breaks down complex ideas into manageable, captivating discussions. Cialdini speaks directly to a broad audience, weaving his insights into a narrative that resonates with anyone interested in mastering the art of influence or simply defending against unsolicited sway. For those eager to harness their decision-making power, "Influence, New and Expanded" comes highly recommended, offering a path to personal empowerment and enhanced interpersonal dynamics.

Who should read Influence, New and Expanded?

Social Influencers - They can refine their techniques, ensuring ethical persuasion aligns with their brand's values.
Marketing Professionals - Beneficial for those seeking to improve consumer engagement strategies and streamline messaging efficacy.
Sales Executives - Gain a profound understanding of why consumers act and how subtle cues can bolster relationship-building.
Educators - Help teach new generations the impact of social forces while providing them tools to navigate ethically and effectively.
General Readers - Any individual interested in self-improvement, social psychology, and enhancing personal and professional interactions.

About the author

Robert B. Cialdini is a renowned psychologist and marketing expert, best known for his groundbreaking work on the science of influence. He holds a PhD from the University of North Carolina and has conducted postdoctoral training at Columbia University. With over 40 years of experience in research, he has authored several bestselling books, including "Influence" which has sold over 3 million copies in more than 30 languages, and "Pre-Suasion," which quickly became a Wall Street Journal and New York Times bestseller. He is a Regents Professor Emeritus of Psychology and Marketing at Arizona State University and has been elected to the National Academy of Sciences and the American Academy of Arts & Sciences.