Why are some people so capable of getting us to do the things we don’t want to do? Dr. Cialdini examines that question in a book that addresses some very interesting issues on the social psychology of influence. Anecdotal, funny, serious, and often scientific, “Influence” thoroughly explains how canvassers guilt us into donations and how car salesmen get us to buy higher. There are a variety of insidious tactics (such as playing on our psychological need to –stick with a decision once we’ve made it, defer to authority and reciprocate a gift, even an unwanted gift), that can be played out to convince us to give up our time and money. Each chapter in the book examines a specific tactic, then goes on to explain how we may become more aware and even diffuse a situation where we are being manipulated:

Chapter one sets up the theme for the entire book, explaining how we are conditioned to respond to certain stimuli in certain ways—as survival tools, as habits learned, as conditioned or social responses. These responses are correct in the majority of situations; however, they are easily manipulated by others.

Chapter two explains how reciprocation, the act of receiving and giving, can be used to manipulate us. Once crucial for survival, reciprocating a received object (even if it was unsolicited) is now highly ingrained. This is exploited by canvassers or vendors who “give” you a present (even something as small as a flower), then manipulate you into a donation or contribution.

Chapter three expounds on the idea of constancy, or sticking to a decision once we have made it. The more time or money someone has invested in a choice, the further he will go to convince himself that it was the right choice—this tendency is often exploited by salesmen to our disadvantage.

Chapter four explains how we use social proofs to reinforce the soundness of our decisions. The more people we see doing something, the more right we often consider that specific action to be—which marketers keep in mind when trying to promote a product as universally popular/good/useful.

How important is someone’s likability to us? More important than we would probably like to believe, as shown in chapter five. Studies and social experiments illustrate that likable people get away with more and are able to sell us more: However, it’s not the likeable person we get, but what they sell us!

Chapter six outlines the role of authority and how most people underestimate the sway a uniform or a title has on their ability to make sound decisions. Unfortunately, this is exploited heavily by con artists—and even legitimate professionals, such as nurses, are not immune to blindly following doctors’ orders against their better judgment.

The last chapter focuses on scarcity: How we are more receptive to a product if we believe it is limited. This is why we are bombarded with “limited time only” offers and “last in stock” items.
With all chapters combined and including the many experiments and outside articles cited, this is a thorough and highly interesting book for anyone who wants to be more aware of the social psychology underlying how we are influenced.

Readability: 5/5
Highly readable, humorous, and relevant.

Applicability: 4/5
Many of the situations and tricks in the book may come on as something we have already learned somewhere before. There will be new information for almost anyone though, and even the well-known ploys or psychological tricks are illustrated in an interesting way. Probably most helpful are the tips given at the end of each chapter showing the reader how to spot manipulative tactics and what to do or say to diffuse them.

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