INFLUENCE The Psychology of Persuasion ROBERT B. CIALDINI PH.D. This book is dedicated to Chris, who glows in his father’s ey e Copyright © 1984, 1994, 2007 by Robert Cialdini. Contents Introduction v Weapons of Influence Reciprocation: The Old Give and Take…and Take Commitment and Consistency: Hobgoblins of the Mind Social Proof: Truths Are Us Liking: The Friendly Thief Authority: Directed Deference Scarcity: The Rule of the Few Notes 211 Bibliography Index Acknowledgments About the Author Cover Copyright About the Publisher INFLUENCE The Psychology of Persuasion INTRODUCTION I can admit it freely now. All my life I’ve been a patsy. For as long as I can recall, I’ve been an easy mark for the pitches of peddlers, fundraisers, and operators of one sort or another. True, only some of these people have had dishonorable motives. The others—representatives of certain charitable agencies, for instance—have had the best of intentions. No matter. With personal...
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