It helped me better understand the tactics salespeople have used in the past and why they worked, but here was very little reference to how we are influenced by things today and the impact of doing pretty much everything online. I just felt like so much of the book was completely irrelevant. However, none of those are relevant to me because I'm younger and 99% of my purchases are done online. For example, there is discussion of tactics salespeople use to persuade buyers to make a purchase at Tupperware parties and for door to door sales (FYI a lot of it is about peer pressure). Many of the examples and case studies presented to make a point are in no way relevant to the present day and I am going to assume this book is aimed at an American audience (and not a British audience).

Whilst I appreciate the thought and knowledge that has gone into writing this book, it is so, so dated. I wouldn't recommend this to anyone as it is a pretty expensive book and contains about 5 or so interesting case studies at max.

I carefully read the reviews before purchasing this book and am so disappointed with it. 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.

Understanding and applying the principles ethically is cost-free and deceptively easy.

Unity, the newest principle for this edition.

You may think you know these principles, but without understanding their intricacies, you may be ceding their power to someone else. 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. With Cialdini as a guide, you don’t have to be a scientist to learn how to use this science. Using memorable stories and relatable examples, Cialdini makes this crucially important subject surprisingly easy. 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. 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.

Influence new and expanded