"Influence: The Psychology of Persuasion" by Robert B. Cialdini

This is a seminal book both in Psychology and in Marketing, Prof. Cialdini teaching at both departments at the University in Arizona.  I was assigned this book as a required reading for a Marketing course while doing my MBA, but I have to admit I only browsed through it, and only now (3 years later) I am giving it a thorough reading.

The book is written so well, it flows almost like a good novel.  Prof. Cialdini definitely has a flair for writing.  Both psychological theory and analysis and practical examples are provided amply and appropriately, mixed in the correct ratios, making the book a pleasure to read while assimilating the concepts and ideas easily.  I believe part of the attraction of the book is that most readers have already noticed the ideas and principles that Prof. Cialdini is exposing in their own lives, but never been able to espouse them in such a systematic and logical way.

Prof. Cialdini bases his theory of influence on 6 basic pillars:

1. Reciprocity.  Tendency to return favors and feel guilty when not returning one (internal pressure that has to be equalized)

2. Consistency (and Commitment).  Consistency with their own inner world is a great motivator for people to make less than optimal decisions.  Getting commitment is a first step towards consistency.

3. Social Proof. Tending to think what other people are doing or valuing must be the correct one.  This behavior is especially strong in new and unfamiliar situations or when people are unsure and afraid.

4. Authority.  Trappings of authority seem to have very similar effects to an actual authority in eliciting compliance from people. 


5. Liking.  Good-looking people tend to get more positive results (also for well-groomed and well-dressed).  We also tend to be more lenient and positive towards people we like or we perceive that are similar to us.

6. Scarcity.  What is perceived to be rare is valued more, even if the scarcity is not real.  A special case is when something abundant becomes scarce - produces larger behavior modification and perception of scarcity.  People tend to value more losing something they have then gaining something the never had. 

The main point Prof. Cialdini makes is that the above principles and the flawed behavior on which they are based are not necessarily negative.  These behaviors are necessary shortcuts in today's hectic and overwhelming world.  However, he makes a point of being aware of them and of the thousands swindlers, hecklers and hustlers (in whichever guise) that are trying to exploit them without our knowledge.

A recommended reading for anyone.