Influence, New and Expanded โ€“ Robert B. Cialdini, PhD Book Summary

Influence, New and Expanded – Robert B. Cialdini, PhD | Free Book Summary

Influence, New and Expanded – Robert B. Cialdini, PhD

Understand and persuade people around you.

Weapons of influence: Fixed action patterns

Such patterns reduce brain strain by allowing us to act without thinking in every situation.

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This can also be used to dupe us.

  • Reciprocation
  • Commitment and consistency
  • Social proof
  • Liking
  • Authority
  • Scarcity

Contrast principle

We perceive things that are presented one after another differently than those shown in isolation.Free book, podcast summaries

Cloth sellers will try to make the buyer buy the most expensive item on their list first.


We try to repay in kind, what another person has provided us.

Example: People find it difficult to leave without buying anything after trying a free sample.

Concession: First, make a request that will most likely be turned down; then, make a second request as a concession.

We feel more responsible and satisfied after agreeing to a concession.

Commitment and consistency

Once we have made up our minds, we donโ€™t have to think about it again.

We are more committed if we believe we did it for a good reason rather than because of external pressure.

Ask yourself, โ€œWould I make the same choice again?โ€

Social proof

The more we see the number of people doing it, the more we believe that the behaviour is correct.

  • Canned laughter
  • Tip jars

To prevent falling for this, you should recognize when the social proof is deliberately faked.

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