BOOK REVIEW: Influence - The Psychology of Persuasion

by Robert Cialdini

Dr Robert Cialdini is a psychology professor at Arizona State University, the book is seen as the seminal work on the concept of influencing others. He argues strongly that influence is a science rather than an art and that the brain makes decisions, often irrationally, based on social cues rather than reasoned judgment. He breaks this down into a series of six principles: Reciprocity, Commitmnet, Social Proof, Liking, Authority, and Scarcity.

The greatest strength of the book is that it combines thoroughly readable anecdotes, with thorough scholarship. Whether he is giving the example of a car dealer from who was the most successful in the United States, simply because his customers liked him, or the Watergate break in, Cialdini keeps the reader enthralled.

Similar to the work of Daniel Kahneman, Cialdini argues that people very rarely make their decisions based on logical information. Decisions are far more likely to be based on a series of social constructs that are learned over time.

An example of this is the concept of authority, people are more likely to be influenced by others who appear to be credible. This could be as simple as displaying degree certificates or wearing a uniform. The often quoted Milgram Experiment is given as an example in the book, where a series of people continued to give increasingly high voltage electric shocks to an actor who was feigning extreme pain because a man in a uniform was instructing them to do so. As many as 65% of people undertaking the experiment administered the maximum voltage to students (actors) who got answers to the teacher’s questions incorrect.

People are also more likely to follow the actions of others who they perceive to be ‘like they are’. A study found that a slight change in the wording of a sign found that towel reuse in hotel rooms increased dramatically. “95 percent of people are imitators and only 5 percent initiators, people are persuaded more by the actions of others than by any proof that we can offer”

Influencers are also far more likely to have an effect if they are well liked and the mechanism for liking someone is relatively complicated. However, this could be as simple as paying a compliment to someone before talking to them. People are also loath to be in debt to someone as such, we are far more likely to help somebody who has helped us. Indeed skilled negotiators will frequently start by offering concessions in order to seek greater ones from the other side.

Cialdini highlights that the majority of people possess a“nearly obsessive desire to be (and to appear) consistent with what we have already done” Which is why so many ‘weight loss experts’ make it their clients make public declarations of their goals. It is also why it is so hard to apologise when you have made a very public mistake.

The final principle highlighted in the book is that of scarcity, that when something is rare, it becomes far more desirable. Hence why nightclubs ensure that they have long queues outside and why toy manufacturers deliberately undersupply shops for the most sought after Christmas toys. It is also the reason why we seek to rebel against any rigid restrictions that are placed upon us. “When our freedom to have something is limited…we experience an increased desire for it”

This book raises a number of key points for educators as to how they influence the people around them, whether they be pupils or other members of staff. As Cialdini points out, many of the principles of influence that he mentions can very easily be used for good or for bad. Just as easily a teacher encouraging a pupil to love a sport    He use the analogy of influence being very similar to the martial art Jiu Jitsu where the strengths of the attacker are used against them. Just as he describes ‘weapons of persuasion’ there are a number of moral issues that are raised in using the principles of this book, but Cialdini does well to highlight many of the associated ethical dilemmas and point out that the principles are just as easily used for good or bad.

In all, an outstanding, entertaining read covering the most important psychological factors in influencing others.

Here is a youtube video explaining Cialdini’s principles