Psihologia persuasiunii

Robert B. Cialdini asks why people say yes to others. He shows how to win people over and resist unfair pressure. This guide to social psychology needs no science background. It looks at how people affect each other. It covers sales, leading teams, and marketing. It also covers managing people and how we share messages.

The book uses stories, case studies, and research to explain influence. Reciprocity means giving back when someone gives to us. Commitment and consistency concern sticking to what we have pledged. Social proof means taking cues from what others do. Other topics include liking, authority, and scarcity, or things in short supply. It also looks at instant influence and unity. These ideas show how people can use trust for gain.

This expanded edition adds research and examples from online life. It looks at persuasion on social networks and shopping sites. A new chapter on unity explores the force of shared identity. People may be more open to those they see as like them. They may feel they share who the speaker is or their views. More endnotes point to research reports and related works.

Cialdini draws on over 35 years of research. He studies why people say yes, in business and beyond. He stresses the need to use influence in an ethical way. He also works as a speaker, writer, and trainer. His stories link research findings to scenes readers can grasp.