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Harnessing the Science of Persuasion (HBR OnPoint Enhanced Edition) | 
 enlarge | Author: Robert B. Cialdini
Publisher: Harvard Business Review
Category: Book
Buy New: $6.50
Avg. Customer Rating:  4 reviews
Sales Rank: 38975
Format: Download: Pdf
Media: Digital
Pages: 11
ASIN: B00005REJP
Publication Date: October 1, 2001
Availability: Available for download now
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Product Description
If leadership, at its most basic, consists of getting things done through others, then persuasion is one of the leader's essential tools. Over the past several decades, experimental psychologists have learned which methods reliably lead people to concede, comply, or change. Their research shows that persuasion is governed by several principles that can be taught and applied. The first principle is that people are more likely to follow someone who is similar to them than someone who is not. Second, people are more willing to cooperate with those who are not only like them but who like them, as well. Third, experiments confirm the intuitive truth that people tend to treat you the way you treat them. Fourth, individuals are more likely to keep promises they make voluntarily and explicitly. Fifth, studies show that people really do defer to experts. Finally, people want more of a commodity when it's scarce; it follows, then, that exclusive information is more persuasive than widely available data.
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| Customer Reviews:
 Great Product For The Price! April 19, 2008
This is a short, yet very concise explanation of the six principles of influence. If your looking for something small to find out if you want more, this is a good place to start. I warn you though, you won't be able to stop here.
Introduction into the six principles of persuasion June 6, 2005
7 out of 8 found this review helpful
Robert B. Cialdini is Professor of Psychology at Arizona State University. He is the author of 'Influence: Science and Practice' (2001). This article was published in the October 2001-issue of Harvard Business Review.
The author believes that five decades of research by behavioral scientists shows that persuasion is governed by six fundamental principles that can be taught, learned, and applied. Each principle is named, linked to an application and discussed: (1) The principle of Liking: People like those who like them, whereby two compelling factors reliably increase liking: similarity and praise. (2) The principle of Reciprocity: People repay in kind, whereby the application is "give what you want to receive." (3) The principle of Social Proof: People follow the lead of similar others. "Stated simply, influence is often best exerted horizontally rather than vertically." (4) The principle of Consistency: People align with their commitments. The author's research "has demonstrated that most people, one they take a stand or go on record in favor of a position, prefer to stick to it." (5) The principle of Authority: People defer to experts. "The task for managers who want to establish their claims to expertise is somewhat more difficult. ... A little sublety is called for." (6) The principle of Scarcity: People want more of what they can have less of. "Study after study shows that items and opportunities are seen to be more valuable as they become less available. That's a tremendously useful piece of information for managers." These 6 principles of persuasion are not new and have been known within the psychology field for around 10-20 years. However, in the form provided by Cialdini they are easy to grasp and understand The author emphasizes 2 issues with respect to the principles: First, the principles and applications "should be applied in combination to compound their impact." Second, "the rules of ethics apply to the science of social influence" just as they do to any other field. "Dishonest or high-pressure tactics work only in the short run, if at all."
Yes, I do like this article. It simplifies the science of persuasion in 6 understandable principles and applications. I possibly have to read one of the author's books since I do not think that he comes up with a practical framework, guide or checklist for implementation. Interesting article for people interested in negotiation, persuasion and selling.
Extremely solid introduction to professional influence February 16, 2003
18 out of 18 found this review helpful
This short article introduces you to six principles of effective and ethical influence. The principles were identified and researched by social scientists during the last half of the twentieth century. For that reason, this article might be aptly described as a compilation of important ideas in social psychology or social influence studies. That said, this article is more than just a compilation. It is a concise introduction to how the principles of social influence can be applied in your professional life. Along with Conger's "Necessary Art of Persuasion," I would consider this article a great introduction to workplace influence.Some of the ideas may initially seem self-evident. People are more influenced by information that is scarce. People do defer to credible authority. Frame a favor as an exchange and people will "owe you one" in the future. As obvious as these principles may seem, many professionals miss key opportunities or moments for invoking the six principles. As a result we are less effective in the workplace than we might otherwise be. A more detailed description of the six principles can be found in Dr. Cialdini's books. You will also find more examples in the books as well. But if I am working with clients or MBA students for only a very short time, I find this article makes an excellent introduction to important ideas. As Linda Hill at Harvard Business School reminds us in her book On Becoming A Manager, successful managers must learn how to exercise informal power. This article teaches exactly that. Though I prefer the more detailed explanations in his books, this article is an excellent introduction. Obviously I am a big fan of Dr. Cialdini's work. I think you will be too if you give this article, or one of his books, a try.
 Great stuff, low value January 12, 2003
14 out of 17 found this review helpful
Overall the book (if you can call it that) does offer what its supposed to and does that in an effective manner. It teaches you how to develop persuasion. The trouble though is it only gives you the most basic outline on just 11 pages. The information that is contained inside of it is something that has been available for years in other similiar books.
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