In this course, Robert Cialdini—New York Times bestselling author of Pre-Suasion and the seminal expert in the fields of influence and persuasion—explains the psychology of why people say yes and how to apply these insights ethically in business and everyday settings. Using memorable stories and relatable examples, Cialdini makes this crucially important subject surprisingly easy. With Cialdini as a guide, you don’t have to be a scientist to learn how to use this science.
You will learn the seven universal principles, how to use them to become a skilled persuader — and how to defend yourself against them. Perfect for people in all walks of life, the principles of Influence will move you toward profound personal change and act as a driving force for your success. You may think you know these principles, but without understanding their intricacies, you may be ceding their power to someone else.
Cialdini’s Principles of Persuasion:
Reciprocation (Chapter 1 : How the societal foundation of reciprocation, the old give and take, makes us more inclined to say yes to requests.)
Liking (Chapter 2: We want to help the people who like us and say so, making liking a powerful form of influence.)
Social Proof (Chapter 3: Unsure what to do in a situation? Social proof shows us where we look to find our answers.)
Authority (Chapter 4: We respect authority, making it a powerful facet of earning influence.)
Scarcity (Chapter 5: If we think something's about to run out, we'll do anything to grab it first. Scarcity is an influential thing.)
Commitment and Consistency (Chapter 6: How making a commitment makes us want to be consistent with that commitment - and how that leads to influence.)
Unity (Chapter 7: From 'me' to 'we,' how unity is a sweeping force to yes.)
Understanding and applying the principles ethically is cost-free and deceptively easy. Backed by Dr. Cialdini’s 35 years of evidence-based, peer-reviewed scientific research—including a three-year field study on what leads people to change—Influence is a comprehensive guide to using these principles to move others in your direction.
