Robert Cialdini’s Influence: The Psychology of Persuasion and Pre-suasion.

A Quick Review by: J H McIntosh

Introduction

When I left my job as an analyst at the Bureau of Research, Planning and Evaluation at the Massachusetts Department of Education to launch my first advertiser supported publication, I lost money for years. I was either too stupid to realize, as an entrepreneur I was a total failure or I was just too stubborn to quit.

It was exceedingly difficult to generate advertiser income because I simply knew nothing about sales or persuasion. When Robert Cialdini published “Influence: The Psychology of Persuasion” it literally was like someone had thrown me a lifeline.

What probably kept me going in those lean years at What’s New Magazine was my genuine interest in new musical artists. I’ve always loved music. I have about fifty original songs on Spotify under my Professor Remember pseudonym. Finally, it is not an exaggeration to say I would not have made it through my teens without the uplifting, life assuring and energetic sounds coming over my radio.

It is also, not hyperbole to say Cialdini’s books on “Influence” saved my entrepreneurial life. I offer this overview of his two books in the hopes those of you who go on to own and read them over and over, as I have, you will be helped by his deep understanding of the psychology of persuasion as I have.

Influence: The Psychology of Persuasion

Robert Cialdini’s “Influence: The Psychology of Persuasion” is widely regarded as a seminal work in the field of psychology, particularly in the understanding of social influence, persuasion, and decision-making. The book is divided into seven chapters, with six fundamental principles of persuasion followed by an overall summary and conclusion. Below is my quick, chapter-by-chapter analysis of the key takeaways.

Chapter 1: Weapons of Influence

Cialdini introduces the concept that humans rely on mental shortcuts, or heuristics, to make decisions quickly. These automatic responses are often effective, but they also leave us vulnerable to manipulation. He refers to these tactics as “weapons of influence,” and sets the stage for understanding how marketers, salespeople, and other persuaders use these to control our behavior.

Key Takeaway: People often react to specific cues in predictable ways without deep reflection, making them susceptible to influence.

Chapter 2: Reciprocation – The Old Give and Take… and Take

The rule of reciprocity states that we feel compelled to return a favor or service, even if we didn’t request it. Cialdini uses examples from marketing, where small gifts or favors often induce a sense of obligation in consumers to reciprocate with a purchase or commitment.

Key Takeaway: The power of reciprocity is rooted in societal norms and although it can be exploited for both positive and manipulative purposes, Cialdini encourages its use for positive outcomes for all parties involved.

Chapter 3: Commitment and Consistency – Hobgoblins of the Mind

This chapter explores the human desire to remain consistent with what we have previously committed to. When people commit to an idea or course of action, even in a small way, they are more likely to act consistently with that commitment.

Key Takeaway: Small initial commitments can lead to larger agreements because people strive to appear consistent in their behavior, even if the initial commitment was insignificant.

Chapter 4: Social Proof – Truths Are Us

Cialdini delves into the concept of social proof, the idea that people look to others to determine the correct behavior in ambiguous situations. The more people exhibit a behavior, the more likely it is to be seen as correct.

Key Takeaway: Social proof is especially powerful in situations where people are uncertain, and it can be used to influence behavior by presenting examples of others engaging in the desired action.

Chapter 5: Liking – The Friendly Thief

Here, Cialdini examines the role of personal affinity in persuasion. We are more likely to say “yes” to people we like, and factors such as physical attractiveness, similarity, and compliments contribute to this likability.

Key Takeaway: Likeability can be manufactured through superficial means, making it a potent tool in the hands of persuaders.

Chapter 6: Authority – Directed Deference

This chapter discusses the power of authority figures in influencing our actions. People tend to follow the directives of individuals they perceive as experts or authority figures, even when it goes against their own best interests.

Key Takeaway: The influence of authority is so strong that it can override logic and ethical considerations. Subtle cues such as titles, clothing, and even mannerisms can enhance a person’s perceived authority.

Chapter 7: Scarcity – The Rule of the Few

The scarcity principle states that people assign more value to things that are in short supply. The fear of missing out (FOMO) plays a crucial role in this psychological phenomenon.

Key Takeaway: The perceived scarcity of an item or opportunity increases its attractiveness and urgency, prompting quicker decision-making.

Final Thoughts on Influence

Cialdini’s Influence ultimately provides readers with a robust understanding of how persuasive techniques operate, not just in marketing but in everyday social interactions. It equips individuals with the knowledge needed to recognize and resist undue influence.

Pre-suasion: A Revolutionary Way to Influence and Persuade

Pre-suasion, Cialdini’s follow-up to Influence, introduces the concept of “pre-suasion,” or the process of preparing individuals to be more receptive to a message before they even encounter it. This book takes a step further by exploring how altering a person’s mindset or focus can make them more likely to accept persuasion.

Chapter 1: Pre-suasion: An Introduction

Cialdini introduces the idea that the groundwork for persuasion begins before the persuasive message is delivered. The environment, context, and subtle cues leading up to the actual attempt to persuade can dramatically influence the outcome.

Key Takeaway: Persuasion doesn’t begin with the message itself; it starts by shaping the context or focus of attention in the moments leading up to the persuasive communication.

Chapter 2: Privileged Moments

This chapter explores the idea that certain “privileged moments” make people more receptive to influence. These moments can be created or exploited by drawing attention to specific ideas or concepts before delivering the persuasive message.

Key Takeaway: By influencing what people focus on before delivering the message, persuaders can make the target more amenable to the persuasion that follows.

Chapter 3: The Importance of Attention

Cialdini highlights the role of attention in persuasion. He explains that what people focus on can dramatically affect how they perceive a message. By guiding the audience’s attention to certain details, a persuader can affect the reception of the message.

Key Takeaway: Directing attention is a powerful tool in pre-suasion. Where attention goes, influence follows.

Chapter 4: The Power of Associations

The book delves into the human brain’s tendency to link unrelated concepts when they appear together, creating associations that can influence judgments and decisions. By associating a message with something positive or trusted, a persuader can influence how the message is received.

Key Takeaway: Associating a product, service, or idea with positive concepts (trust, safety, happiness) can dramatically increase its attractiveness.

Chapter 5: Persuasive Geographies

Cialdini discusses how the environment influences receptivity to persuasion. Everything from the physical setting to the arrangement of objects can impact how a message is perceived.

Key Takeaway: Contextual elements, such as where the message is delivered or what physical objects are present, can subtly influence the effectiveness of persuasion.

Chapter 6: Unity – The Principle of ‘We’

In this chapter, Cialdini introduces the idea of unity or shared identity as a major factor in persuasion. People are more easily persuaded by those with whom they feel a strong connection or sense of shared identity.

Key Takeaway: Creating or highlighting a sense of shared identity (e.g., “we’re in this together”) increases the likelihood of persuasion.

Chapter 7: Effective Messaging

Cialdini concludes with a discussion on how pre-suasion complements traditional persuasion techniques. He emphasizes the importance of combining pre-suasion with clear, compelling messages to maximize the overall effectiveness of influence.

Key Takeaway: Pre-suasion and persuasion work together to create powerful, compelling influence strategies.

Final Thoughts on Pre-suasion

Pre-suasion builds on Cialdini’s earlier work by showing that timing, context, and subtle cues before persuasion play a crucial role in determining the success of influence efforts. It offers practical advice for those who wish to enhance their persuasive powers by shaping the mental environment before the message even begins.

Conclusion

Both Cialdini books, “Influence” and “Pre-suasion” serve as essential reading for anyone looking to understand the mechanics of persuasion and influence. While Influence focuses on the core principles of persuasion—reciprocity, consistency, social proof, liking, authority, and scarcity—Pre-suasion demonstrates how these principles can be enhanced by the environment and context leading up to the persuasive message. Together, these books provide a complete toolkit for mastering the art of persuasion.