A Revolutionary Way to Influence and Persuade

Book - 2016
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Examines the art of effective persuasion to argue that its secret lies in a key moment before messages are delivered, sharing strategies for how to psychologically prepare one's listeners to render them most receptive.
Social psychologist Robert Cialdini shines a light on peak persuasion and reveals that the secret doesn't lie in the message itself, but in the key moment before the message is delivered. What separates average persuaders from extraordinarily successful ones? Using the same combination of rigorous scientific research and accessibility that made his Influence an iconic bestseller, Cialdini explains how the best communicators capitalize on "privileged moments for change," in which audiences become receptive to a message before they experience it. Optimal persuasion is achieved through optimal pre-suasion. To change minds, savvy pre-suaders first change "states of mind." Altering a listener's attitudes, beliefs, or experiences isn't necessary, says Cialdini--all that's required is to alter the audience's focus of attention just before requesting a relevant action. He draws on an array of studies and accounts, from successful online marketing campaigns to effective wartime propaganda efforts, illustrating how the artful channeling of attention leads to potent pre-suasion and positive outcomes.--Adapted from dust jacket.
Publisher: New York :, Simon & Schuster,, 2016
Edition: First Simon & Schuster hardcover edition
ISBN: 9781501109799
Characteristics: xiii, 413 pages : illustrations ; 24 cm


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Apr 05, 2017

This book is about the psychological factors that prime you to be persuaded by something or someone. Often those factors are not working on the conscious level and therefore we are not aware about it.

The book has very good ideas and is building on the behavioral economists basic assumptions that we don't make rational decisions but decisions influenced by various mental bias. Consequently you easily can figure that the author is trying to explain his previous theory on persuasion published in the eighties, with the new fashionable concepts of behavioral economy.

The book also discusses interesting concepts like "agenda setting theory" which explains the influence media has on us by selecting the issues for coverage- something, I would say, acutely felt in Canada!

Although not a very smooth book to read, especially if you try to follow the lengthy notes, but still worth the time.

Feb 09, 2017

I was disappointed in the book. It may be because I read Influence years ago. That book to me is a classic and very informative. This second one is about how we are prone to making decisions not on rational thought, but if we are primed by situation, words, emotions and how that can greatly influence our instant decision making. Most of the time we are not even aware of this phenomenon. Salespeople, at times use this technique along with others in the Influence book(reciprocity, liking, authority, scarcity, social proof, consistency) to persuade us into doing something that we may not. By being conscious of these techniques we can try to counter our own biases by at least pausing, taking the time to think things through and attmepting to derive a rational decision. Interesting book...but would much rather read Influence again over this one.


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