Summaries and Customer Reviews are supplied by Amazon.com

Influence, the classic book on persuasion, explains the psychology of why people say "yes"—and how to apply these understandings. Dr. Robert Cialdini is the seminal expert in the rapidly expanding field of influence and persuasion. His thirty-five years of rigorous, evidence-based research along with a three-year program of study on what moves people to change behavior has resulted in this highly acclaimed book.

You'll learn the six 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.

Average Customer Rating:

Good background	Customer Rating:
This book gives a very good background to persuasion. At times it goes into a bit too much detail, but still definitely worth the read.

What's the difference between several version of the book?	Customer Rating:
I read Influence: the new psychology of modern persuasion, a 1984 Quill version. I wonder what's the difference between different versions about this or similar book? Is 1984 content outdated?

Should be required reading	Customer Rating:
Nutshell review - This should be required reading. It discusses and explains many ways in which we are being influenced and persuaded, often to our detriment. If you want to know how it is done, and how to defend yourself against it, then read this book - a few times.

Basically Common Sense Approach

Customer Rating:

There's actually very few book on the subject of persuasion - most are written for the sales department and take that particularly aggressive approach liked by sales management and trainers who long left the coalface of real selling and continue to use the terminology of war tactics and strategy. Personally I never quite understood the mentality of 'attacking' markets and 'controlling' clients. However this is an interesting addition to the conversation and pulls together quite a few examples and analogies. Overall though I feel this hasn't been written in the heat of actual persuasive discussion. It feels more like a course for baby sales and marketing people still in college. Buy the book if you're creating a library on the subject (it's been around a long time so it can't be all iffy) - but there are plenty more to reasearch.

Beating the obvious to death

Customer Rating:

Frankly, I do not understand why this book has received all the good reviews. One reviewer called it "Deep and Readable." I found it to be neither. The book is a re-hash of mostly old college-psychology experiments (rarely relatable to the real world) and examples (many) of the author's having fallen for some of the oldest tricks in the bunko book. It does not take a rocket scientist, or a psychologist, to tell you that you will be more likely to buy from someone you like than someone you do not like (and that sales people try to make you like them). It does not take a rocket scientist, or a psychologist, to tell you that folks tend to follow orders or that good-cop/bad-cop routines generally work. There was, however, one area where the book helpful: the discussion of reciprocity (the reason charities send "free" return-address stickers to you, or why the Hare Krishna folks give (or used to give) flowers to people at the airport). Although this, too, is obvious, the book's analysis of the psychological process is interesting. But, as with the rest of the book, the author repeats and spreads this discussion over too many pages; it could (and should) have been a tight article. Writing takes discipline--discipline of organization, structure, and language. Cialdini stumbles on all. And, do we really trust a psychologist who buys a "fun" activity-coupon book from a woman who comes to his door in a sexy outfit merely because he admitted to liking restaurants, the theater, and other things for which the coupon book purported to give discounts, and did not want her to think that he was lying. Oh my ... In sum, the book makes big deals out of the obvious, and does it a million ways from Sunday.