📚 Influence: Science and Practice by Robert Cialdini | Audiobook Part 1/2

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Influence: Science and Practice

by Robert Cialdini


The book boils down to six core principles of influence that pretty much everyone uses (or has used on them) without even realizing it:

1.  Reciprocity: You scratch my back, I'll scratch yours. If someone gives you something, you feel obligated to give back. Think free samples.
2.  Commitment and Consistency: Once you make a small commitment, you're more likely to follow through with bigger ones to stay consistent with your image. Like signing a petition, then donating.
3.  Social Proof: "Everyone else is doing it!" If a lot of people are doing something, we assume it's the right thing to do. Like seeing a crowded restaurant and thinking it must be good.
4.  Authority: We tend to obey people in positions of authority, or those who appear to be experts. Think doctors in white coats, or fancy titles.
5.  Liking: We're more likely to say yes to people we like. This could be because they're attractive, similar to us, or they compliment us.
6.  Scarcity: If something is rare or limited, we want it more. "Limited time offer!" or "Only a few left!" creates urgency.

Cialdini doesn't just list these; he gives tons of real-world examples and scientific studies to back them up. He also teaches you how to defend yourself against these tactics when they're used unethically, and how to use them ethically yourself.


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