Influence Summary

The foundational and wildly popular go-to resource for influence and persuasion—a renowned international bestseller, with over 5 million copies sold—now revised adding: new research, new insights, new examples, and online applications.

In the new edition of this highly acclaimed bestseller, Robert Cialdini—New York Times bestselling author of Pre-Suasion and the seminal expert in the fields of influence and persuasion—explains the psychology of why people say yes and how to apply these insights ethically in business and everyday settings. Using memorable stories and relatable examples, Cialdini makes this crucially important subject surprisingly easy. With Cialdini as a guide, you don’t have to be a scientist to learn how to use this science.

You’ll learn Cialdini’s Universal Principles of Influence, including new research and new uses so you can become an even more skilled persuader—and just as importantly, you’ll learn how to defend yourself against unethical influence attempts. You may think you know these principles, but without understanding their intricacies, you may be ceding their power to someone else.

Cialdini’s Principles of Persuasion:

ReciprocationCommitment and ConsistencySocial Proof Liking AuthorityScarcityUnity, the newest principle for this edition
Understanding and applying the principles ethically is cost-free and deceptively easy. Backed by Dr. Cialdini’s 35 years of evidence-based, peer-reviewed scientific research—including a three-year field study on what leads people to change—Influence is a comprehensive guide to using these principles to move others in your direction.

Book Reviews


Don’t use Apple iBooks5 star

Apple iBooks is a horrible platform as an e-reader, so tedious just to make highlights and it deleted my highlights in this entire book. The book is good though55


Good, but it can improve3 star

The book has a of lot interesting/valuable information. But, there were times I cringed at the authors writing. He mentions blacks “perceived” discrimination when references discrimination in the 1960s. But in reality, some white people where fully aware of the discrimination whether they supported discrimination or advocated against it during the 1960s. It was not subjective. It was not perceived. It was a fact. Also, he references an African tribe as being primitive, which by definition means uncivilized. What is considered civilized or uncivilized is relative. To me the black and African references seemed to be racist. Nevertheless this book was written in a time where many people, especially white, where unaware of micro-aggressions or small acts of racism. Therefore, it’s possible he did not have the intention to be micro-aggressive. It takes a lot of work to uncover micro-aggression in your own actions, but once you do it’s hard to unsee it. Hopefully, he’s aware of micro-aggressions now and his writing is more objective than subjective.35

Alex Banuelos

Indispensable5 star

As I began to read this book, I first had the impression I was being presented with nothing more than cute common sense. After a couple chapters, though, its contents began reframing my view of the world in influential and inspiring ways. This book has changed my life dramatically. Thank you for your thorough work, Dr. Cialdini.55


Practical4 star

It was psychology without the jargon. A good book to enhance your critical thinking skills and the book highlights how important that skill is today. Great real world examples!45

Sloppy digitization3 star

The ebook has none of the illustrations and photos that are included in the printed version.35


Not bad5 star

The book takes a humorous approach in explaining why we get persuaded by salespeople and advertisers.55


Insightful Read With Lots of Research Anecdotes4 star

This book was first published in 1984. No doubt, there is much greater awareness of the psychological fallacies today. A lot of the cited research were from the 1970s and I was a bit disappointed than the anecdotes (e.g. Tupperware parties) were also from that era. It would be great to see an updated version with modern anecdotes, e.g. how Facebook leveraged the same "endless chain" strategy (win a user, then get friend list to market to) to grow its user base.45


Good, but an editor, please!3 star

This book has great insights as to what inspires us to agree/buy/accept what is offered. Unfortunately, as an academic, Cialdini gets too wrapped up in his own verbosity. His style is pedantic and egoistic. Too bad, because I learned a lot from slogging through it.35

Élias de Kelliwic’h

Good book but missing figures3 star

I rate the book 5* but the book is missing multiple pictures. You get only the annotations and no pic. So 3* only, until they fix it.35


So mad I loaned mine out!!!5 star

This was probably the best book I ever read. I'm buying it again on my iPad because it was just that good. Loaned my paperback to a friend and never got it back :-(55

Other Books by Robert B. Cialdini, PhD

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