Book: Influence by Robert B. Cialdini

Influence, New and Expanded: The Psychology of Persuasion by Robert B. Cialdini

In Influence, New and Expanded: The Psychology of Persuasion, Robert B. Cialdini delves into the psychology behind why people say “yes” and how to apply these principles in everyday situations. Building upon his original six principles—Reciprocity, Commitment and Consistency, Social Proof, Authority, Liking, and Scarcity—Cialdini introduces a seventh principle: Unity. This new principle emphasizes the shared identities and bonds that increase our susceptibility to influence. Through engaging narratives and empirical research, Cialdini illustrates how these principles operate in various contexts, from marketing to personal relationships, providing readers with actionable insights into the art of persuasion.

Robert B. Cialdini is a renowned psychologist and the Regents’ Professor Emeritus of Psychology and Marketing at Arizona State University. He earned his PhD in Social Psychology from the University of North Carolina and has held visiting scholar appointments at institutions such as Stanford University and the University of California. Cialdini’s extensive research in the fields of psychology and marketing has established him as a foundational expert in the science of influence. His work has been widely recognized, leading to his election to the National Academy of Sciences in 2019.

For workplace learning professionals, Influence, New and Expanded offers valuable insights into the mechanisms of persuasion that can enhance training and development programs. Understanding these principles allows instructional designers and trainers to craft messages and learning experiences that resonate more deeply with employees, fostering engagement and facilitating behavior change. By applying Cialdini’s principles, professionals can improve the effectiveness of their programs, leading to more impactful learning outcomes.