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Book Review: “Influence: The Psychology of Persuasion” by Robert B. Cialdini

Persuasion is an extremely important skill in daily life and work. To practice that, understanding the opponent’s psychology is a key point. And the book “Influence: The Psychology of Persuasion” It will help you explore the enemy’s psychology and easily convince them. So what’s so special about this book?

Book Review: “Influence: The Psychology of Persuasion” by Robert B. Cialdini

About Robert B.cialdini – Author of “Influence: The Psychology of Persuasion”

Robert beno Cialdini was born on April 27, 1945 and is known as a Professor specializing in the field of Psychology and Marketing at Arizona State University. He is also a Professor with experience teaching at other prestigious universities such as Stanford or California in Santa Cruz.

With his rich experience, he is famous for his book on marketing and persuasion in 1984. The content contained in the book will help readers discover interesting things in psychology. People. From there, dexe can easily summarize the principles and secret weapons to make minfht’s communication more successful. That’s why he has won over readers from Influence: The Psychology of Persuasion

Book Review: “Influence: The Psychology of Persuasion” by Robert B. Cialdini

Portrait of the author of the book Influence: The Psychology of Persuasion


The valuable contents of The Psychology of Persuasion

Author Robert B.Cialdini has put a lot of effort into bringing out the most valuable content in Influence: The Psychology of Persuasion. And after contemplating the book you will learn 7 weapons used in persuasion.

First, the secret of “shortcuts” in human psychology

Each of us or even animals has always had some hidden truth in our psyche. For example, if a mother hen hears a chirp, she understands that the source of the sound is her chicks. Or each of us has always implicitly understood that we get what we pay for, which means that the money spent will correspond to the quality. Those tacit truths are also known as “shortcuts” in psychology.

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And with these shortcuts, sometimes used to convince each of us. For example, we can pretend to be a chick by chirping. Or when launching a certain product, based on the psychology of every seller, even though they sell poor quality products, the high price makes themselves mistaken for a quality product.

Understanding that, we can take advantage of this “shortcut” in a reasonable way. But at the same time, you should also be careful with yourself to avoid falling into the “shortcut” traps from others.

Second, the rule of give and take in the human psyche

Repaying the favors of others is an important psychological point of people. Let’s look at ourselves, when we receive a gift from someone because we are afraid of feeling indebted, we are forced to take an action in return. So how to apply this psychological point in life to convince others?

Book Review: “Influence: The Psychology of Persuasion” by Robert B. Cialdini

The book with 9 principles of value psychology

A very simple example comes from a charity. Instead of calling for donations from everyone, they gave each passerby a flower. And with the give and take mentality, the passersby voluntarily donated as a return for the donated flower. Understanding this psychology, you can easily convince others. However, this principle should not be overused in a negative way.


Third, the power of denial and retreat tactics

This can be seen as a powerful psychological lever to direct the opponent to follow their desires. For example, if a scout may offer you a $5 lottery ticket, if you seem hesitant, you will quickly have another suggestion for you, which is a box of cookies. for 1 dollar. Right then, most of us will turn to the option of a cake box with a price of 1 dollar, which can both help the boy and meet his “pocket”.

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In business, this happens even more often. Surely there have been many times when you have seen bait products applied by stores. At that time, customers will definitely fall into this psychological trap.

Fourth, people are always attracted to things that tend to be scarce

It is no coincidence that limited edition products are even more sought after. Or the discount programs for a limited time have more visitors. That comes entirely from the mentality of being easily attracted to unique things from customers.

And it is not uncommon when you see programs from sellers with content such as “Limited quantity”, “Last chance”, “Only 3 days left”, … Understand the principle of mind This reason, you can already consider when deciding to make a certain option or even use it to convince the other party.

Fifth, the more it is forbidden, the more people tend to do it

With this principle, you can see that much of it comes from human curiosity and we often want things we don’t have. And from there, obviously, the forbidden things became a great attraction for people.

There are many extremely interesting situations that you can see around you just by observing. The most classic example is when observing in young children, for things that parents forbid or toys that are not bought, children often have higher needs.


Sixth, consistency between words and actions

One of the other human psychology is that people are always consistent between words and actions. With the words that have been uttered, people will adjust their behavior to be consistent with what has been stated before.

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In addition to the six psychological factors in persuasion mentioned above, the remaining three psychological blows are: decisions made from internal choices are often more durable than choices made by external influences, people tend to tend to look for evidence from outside society when in doubt about something, and observing people like themselves can influence each person’s decision.


You can discover them by yourself Reasons for psychological blows this in detail with the book “Psychological blows in persuasion“. At the same time, it is possible to quickly put these theories into practice to see how effective they are.

Capturing the psychology of others also requires a process to practice, improve or even communicate regularly with many people, creating many different situations to learn. Book “Influence: The Psychology of Persuasion” by Robert B. Cialdini can accompany you in the process of conquering the opposite’s psychology. Therefore, immediately add this title to your bookshelf right away.


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