Influence, New and Expanded Summary 2023 - Deepstash

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Influence, New and Expanded Summary

About Influence, New and Expanded Book

The foundational and wildly popular go-to resource for influence and persuasion—a renowned international bestseller, with over 5 million copies sold—now revised adding: new research, new insights, new examples, and online applications.

In the new edition of this highly acclaimed bestseller, Robert Cialdini—New York Times bestselling author of Pre-Suasion and the seminal expert in the fields of influence and persuasion—explains the psychology of why people say yes and how to apply these insights ethically in business and everyday settings. Using memorable stories and relatable examples, Cialdini makes this crucially important subject surprisingly easy. With Cialdini as a guide, you don’t have to be a scientist to learn how to use this science.

You’ll learn Cialdini’s Universal Principles of Influence, including new research and new uses so you can become an even more skilled persuader—and just as importantly, you’ll learn how to defend yourself against unethical influence attempts. You may think you know these principles, but without understanding their intricacies, you may be ceding their power to someone else.

Cialdini’s Principles of Persuasion:

  • Reciprocation
  • Commitment and Consistency
  • Social Proof 
  • Liking 
  • Authority
  • Scarcity
  • Unity, the newest principle for this edition

Understanding and applying the principles ethically is cost-free and deceptively easy. Backed by Dr. Cialdini’s 35 years of evidence-based, peer-reviewed scientific research—including a three-year field study on what leads people to change—Influence is a comprehensive guide to using these principles to move others in your direction.

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Influence, New and Expanded by Robert B. Cialdini, PhD
Weapons of influence

Weapons of influence

Fixed action patterns

Such patterns reduce brain strain by allowing us to act without thinking in every situation.

This can also be used for duping us.

  • Reciprocation
  • Commitment and consistency
  • Social proof
  • Liking
  • Authority
  • Scarcity

Contrast principle

We perceive things which are presented one after the other differently than those shown in isolation.

i.e. Cloth sellers will try to make the buyer buy the most expensive item on their list first.




We try to repay in kind, what another person has provided us.

Creating an uninvited debt.

i.e. Most people find it difficult to leave without buying anything after trying a free sample.

Reciprocal concession

i.e. First make a request that will most likely be turned down, next make a second request as a concession.

We feel more responsible and satisfied after agreeing to a concession.


Commitment and consistency

Commitment and consistency

Once we have made up our minds, we don’t have to think about it again.

We are more consistent in our commitment if we believe that we did it for our purpose rather than external pressure.

Ask yourself, “Would I make the same choice again?”


Read this book on Influence and learned a new perspective. Sharing ideas that resonated with me.

What resonated with me   (Idea 1)

What resonated with me (Idea 1)

This book is organized around these six principles also referred to as weapons of influence

1. Consistency

2. Reciprocation 

3. Social Proof

4. Authority

5. Liking 

6. Scarcity 


Idea 2

Idea 2

Everything should be made as simple as possible, but not simpler - Albert Einstein


Idea 3

Idea 3

A well-known principle of human behavior says that when we ask someone to do us a favor we will be more successful if we provide a reason. People simply like to have reasons for what they do.


Liking and friendship pressure

Liking and friendship pressure

The rule states that we are more likely to say yes to someone we know or like. This is called as the liking or friendship pressure.

People are well aware of the liking and friendship pressure, some people do not mind; others do but are not sure how to avoid it.

It is not necessary for the friend to be present in person for the compliance to happen, often just mentioning the name of a friend is enough.


The Jigsaw Classroom

The Jigsaw Classroom

The essence of the jigsaw route to learning is to require that students work together to master the material scheduled for an upcoming examination.

This is accomplished by forming students into cooperating teams and giving each student only one part of the information—one piece of the puzzle—necessary to pass the test. Under this system, the students must take turns teaching and helping one another. Everyone needs everyone else to do well.

Working on tasks that could be accomplished only conjointly, the students develop cooperation and become allies rather than enemies.


The Nature Of Bad News Infects The Teller

The Nature Of Bad News Infects The Teller

There is a natural human tendency to dislike a person who brings us unpleasant information, even when that person did not cause the bad news. The simple association with it is enough to stimulate our dislike


They help someone to ethically manipulate someone to get something, especially if they are in dire need of it

The Art Of Reciprocation

Imagine this, you are walking about in a busy market area, you desperately need onions and other staples to prepare this bomb meal you want to surprise the whole family with. I approach you or rather another chapped looking fellow approaches you and says, "May I interest you with a bundle of carrots for only $71" Your jaw drops wide and politely decline but then he offer you a deal on shallots with 10 dollars a bundle. You walk home bewildered. With no money in your wallet, but with a bundle of shallots. Surprising isn't it?



Robert B. Cialdini argues that, simply put, that asking someone a big favor will instill a sort of psychological pressure that otherwise compels the other person to perform the second task.

I decided to try it on my classmate Kylie. I really needed an eraser but she was known of being quite selfish with her stuff, so I asked, "May I borrow your question paper?" She looked at me passively and continued working on her exam. Then I asked, "May I borrow your pen?". "Don't you have eyes to see that I am using it?" She snapped. "Fine then, may I borrow your rubber," I finally asked.



"Excuse me sir, Marcus is bothering me" And that is why I am writing this outside class whilst the others are still doing their exams. What am I going to tell my parents...anyway enough of me. I tried reasoning as to why I did not get expected results.

I did one thing wrong.

Turns out, if you ask for favor that is utterly unreasonable, the rejection-than-retreat strategy will not take effect. (Which is me asking for her question paper) Therefore, the strategy is start big but not too big then ask for a small favor.


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