Influence: Science and Practice, 5th EditionAuthor: Robert B. Cialdini
Publisher: Pearsons / Allyn and Bacon
All thinking creatures – including man, learn from experience. Some first hand – and others, through… well others, meaning either by observation or by stories of lessons learned. In some instances, these come in forms of norms… values, maybe even beliefs handed down several generations - in others, through experimentation via the scientific method.
Some of there experiences appear cut and dried that we automatically know that if A happens, then B follows. For example: a mother comes a calling – so the children come out to greet her. Basic stuff that the mind need not think too much of… and which Bob (I hope he doesn’t mind my referring to him in this manner, after all, that’s how Tom Peters calls to him) refers to as a short cut to a cause and effect behavior he’s dubbed the ‘click-whir’.
Once this shortcut concept is explained, Bob then begins our journey into how these shortcuts can be used by others to influence us without our knowing. Yup… influence in this book may be seen as manipulative – but I guess it depends on which side of the fence you’re in. Still, Bob, explains these behaviors and is supported with a lot of research and readers of the previous editions, chiming in and sharing their experiences. Mix these ingredients up and we have a powerful insight into the hidden, albeit, subconscious habits of our minds.
As I was reading this book, I too thought that I should have learned this much sooner – that way, I would know intellectually, what my gut feel was often telling me whenever I was getting into a bad deal. Yes, I don’t consider myself having ‘provincial’ mindset – and I’ve had some hard knocks city lessons… but I’ve also fallen prey to some quick and slick – but thankfully, not too costly, scams. That should let you all know the importance and value of this book. If it can educate everyone to watch out for these manipulative techniques, then its cover price is paid for almost 10 times over – maybe even more.
Bob covers a multitude of lessons – more than I can ever give justice to describe in a short (or medium length) review. Suffice it to say, there are a lot… really, a whole lot.. Topics range from Reciprocation, Commitment and Consistency, Social Proofs, Liking – or what is also called the ‘Halo effect’, Authority, Scarcity, and Instant Influence – or how some people make themselves look or come across differently.
How has reading this helped me? In Bob’s case, he’s given us the modus operandi of many ‘schemers’ and now, it’s up to his readers to be forewarned – and forearmed against these schemers. Oh yeah… and it seems, we’re not the only creatures with the ’click-whir’ mentality. Animals have them – as in the example I gave earlier… some predators got to learn how to my mimic the call of the mother, So the younglings obviously rushed to their deaths. Thank God we’re not so easily fooled, right? Right?
Thanks Bob – the book really helped.
note: cover image courtesy of amazon.com and thanks to Calen Legaspi (Orange and Bronze) for lending me this book
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