If you are a marketer, a manager, or a negotiator, chances are you employ Cialdini’s principles daily, even if you don’t know his name. In this seminal book Cialdini, then a professor at Arizona State University, explained how to get people to do what you want: whether that’s to buy a product or obey a rule or honor a commitment. His six principles are reciprocity (people return favors); commitment and consistency (people honor their agreements); social proof (people tend to do what other people do); authority(people do what powerful people or experts tell them to do); liking (people do things for people they like); and scarcity (people want something they believe is in short supply). Even seismic changes to marketing such as social media haven’t altered the profound psychological insights on which this book is based.
Editor's note: This review was written by Robert Morris and has been published with his permission.Like what you read? Subscribe to the SFRB's free daily email notice so you can be up-to-date on our latest articles. Scroll up this page to the sign-up field on your right.