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Dr. Robert Cialdini has been researching influence for a number of years, leading to him gaining the nickname of the "Godfather of Influence". Which is pretty damn cool. Makes him sound like one of the X-Men.
He began this exploration when he found he was constantly buying more cookies than he could eat from the Girl Guides. Wondering why he was constantly being influenced to buy stuff he didn't want or need piqued his curiosity and drove him to find out more.
Then, he spent three years undercover, applying for and training at car dealerships, fund-raising organisations, and telemarketing firms, to learn from the shop floor. His observation of real-life situations of persuasion led to the creation of this book.
"I have extracted six universal principles of influence--those that are so powerful that they generate desirable change in the widest range of circumstances."
- Dr. Cialdini
So, what are these six powerful principles?
Dr Cialdini is a New York Times, Wall Street Journal, and USA Today's Best-Selling author.
He also has earned a worldwide reputation as a keynote speaker, due to his ability to translate science into practical actions.
After receiving his PhD from the University of North Carolina, and post-doctoral training from Columbia University, he became Regentsโ Professor Emeritus of Psychology and Marketing at Arizona State University.
He holds honorary doctoral degrees (Doctor Honoris Causa) from Georgetown University, the University of Social Sciences and Humanities in Wroclaw, Poland and the University of Basil in Switzerland. He has held Visiting Scholar appointments at Ohio State University, the University of California, the Annenberg School of Communications, and the Graduate School of Business of Stanford University.
Dr. Cialdini was elected to the American Academy of Arts & Sciences in 2018 and the National Academy of Sciences in 2019.
The Psychology of Persuasion is a fascinating book that delves into the science of why people say yes to certain requests. The author, Robert Cialdini, explores six principles of persuasion that have been proven to be effective in influencing others.
The six principles are reciprocity, commitment and consistency, social proof, authority, liking, and scarcity. Each principle is based on psychological research and has been shown to increase the likelihood that someone will comply with a request.
For example, the principle of reciprocity states that people are more likely to say yes to a request if they have received something from the person making the request first. This is why businesses often offer free samples - they know that people are more likely to buy their product if they've tried it first.
If you're interested in learning more about how to influence others, I highly recommend reading this book. It's packed with useful information and is written in an engaging and accessible style
Cialdini ends yet another compelling book with a claim that we humans have created a crazy complicated world which is becoming unfathomable -- let us call it the Information Age instead of the Knowledge Age. The underlying message of the book is that humans are not always using all available information in making decisions - sometimes they are using shortcuts.
PurchaseInfluence: The Psychology of Persuasion on Amazon and Audible
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