Influence
by Robert Cialdini · Published 1984
People frequently rely on predictable psychological shortcuts when making decisions, creating recurring patterns in persuasion and consumer behavior.
What works
- Foundational behavioral marketing book.
- Highly practical.
- Useful for sales, negotiation and marketing.
- Strong connection between psychology and business.
What doesn't
- Can be applied manipulatively.
- Popularity has produced many oversimplified interpretations.
- Context and culture can affect how persuasion principles work.
People frequently rely on predictable psychological shortcuts when making decisions, creating recurring patterns in persuasion and consumer behavior.
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