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Influence, New and Expanded: The Psychology of Persuasion

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And while this is working just fine most of the time, sometimes someone comes along who knows how these short-cuts work and tries to exploit them. Using memorable stories and relatable examples, Cialdini makes this crucially important subject surprisingly easy.

But I remember clearly how I gobbled it all up, when I read this for the first time, and it’s also clear to me that some of it has made its way into how I use to communicate ever since. Namely you can use the contents to gain the compliance of a subject or notice a party trying to do the same with you. Why and how it happens, how we are convinced and persuaded to do something we really don’t need or want to do? A very enjoyable read, should leave you much more aware of how you're being played next time you're in the market for a used car. Each chapter presented ways to protect ourselves from the people who use the five principles to trick us.

Ethopia had been reciprocating for the diplomatic support Mexico provided when Italy invaded Ethopia in 1937. Cialdini sheds some light on these differences by pointing out some other areas where our thoughts don't match our actions, and explaining the unconscious shortcuts we use to help us function in our daily lives. A leader, instead of simply using a poll, should communicate to the team that each member's input will be a factor into the equation of a decision, although might not be the deciding factor.

Through careful analysis and explanation he goes one by one over these techniques and how to counter them. He should have just done a reprint with a new foreword or something, because the result of the update is a total failure. It requires a deep understanding of the subject to be able to bring such perspicuity to a subject area.

Commitment and Consistency - If people agree to make a commitment toward a goal or idea, they are more likely to honor that commitment. As a reader, you may feel that you already know some of these tricks of the trade, but then author brings out specific edge cases where a particular influence approach may fail because you just are trying to blindly apply the technique without understanding those edge cases. The other important principles that marketing agents employ to get our assent are: Reciprocation, Commitment and Consistency, Friendliness, Authority and Scarcity. I don't even recommend this as a historical example of how salespeople and other influence experts may have been taught; it's that bad.

It also shows how to defend against certain communication techniques, or how to use them yourself to achieve the desired outcome in negotiations.Example: During the Korean war, the Chinese got American soldiers to make public commitments of various things. Cialdini cites incidents, such as the Milgram experiments in the early 1960s and the My Lai massacre. He entered into programs offered by different business enterprises and marketing agencies to train sales staff and dealers in ‘the art of persuasion’. By speeding up the narration you can consume this book in a much shorter timeframe and not miss out on anything.

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