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Influence: The Psychology of Persuasion (Collins Business Essentials) (Inglés) Tapa blanda – 26 diciembre 2006
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Descripción del producto
Influence, the classic book on persuasion, explains the psychology of why people say "yes"&;and how to apply these understandings. Dr. Robert Cialdini is the seminal expert in the rapidly expanding field of influence and persuasion. His thirty-five years of rigorous, evidence-based research along with a three-year program of study on what moves people to change behavior has resulted in this highly acclaimed book.
You'll learn the six universal principles, how to use them to become a skilled persuader&;and how to defend yourself against them. Perfect for people in all walks of life, the principles of Influence will move you toward profound personal change and act as a driving force for your success.
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Detalles del producto
- Peso del producto : 278 g
- Tapa blanda : 336 páginas
- ISBN-10 : 006124189X
- ISBN-13 : 978-0061241895
- Dimensiones del producto : 13.49 x 2.13 x 20.32 cm
- Editorial : Harper Collins USA (26 diciembre 2006)
- Idioma: : Inglés
- Clasificación en los más vendidos de Amazon: nº280 en Empresa, estrategia y gestión (Libros)
- Opiniones de los clientes:
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Opiniones de clientes
Principales reseñas de España
Ha surgido un problema al filtrar las opiniones justo en este momento. Vuelva a intentarlo en otro momento.
* principio de reciprocidad: un regalo compromete a la parte que lo recibe (eso explica como los Hare Krishna conseguían arrancar 5$ a cada ejecutivo que pasaba por los aeropuertos de USA, tras regalarles una flor - la cual terminaba en la papelera de la esquina)
* principio del compromiso y la constancia (inspirador el ejemplo de cómo los vendedores de juguetes suprimen sus productos más populares durante las Navidades para que los padres compren otros productos sustitutivos y sacarlos justo a continuación, de manera que los padres se ven obligados a comprarlo también por el compromiso que adquirieron con sus pequeños durante la Navidad
* principio de social proof: "where all think alike, no one thinks too much"
* principio liking: Eg: physical attractiveness (efecto halo): el 73% de los votos de los políticos se debe a su apariencia física, el programa no interesa lo más mínimo
* principio de la autoridad: extraordinario experimento de cómo se puede llegar a producir descargas de 450 Volt (virtuales) sobre otra persona, tan solo porque un 'experto' (a quien acabamos de conocer) así nos lo pide
* principio de escasez: explicación de por qué somos más afines a comprar un producto si nos dicen que es la última unidad, es una promoción por tiempo limitado....
Altamente recomendable para emprendedores (marketing y ventas)
No lo vais a encontrar en español porque tuvieron problemas con la autoría para editarlo y dejaron de hacer copias en castellano.
Mi idioma es el español, pero soy bilingüe en inglés. Bueno, pues ha sido infumable.
El libro se puede resumir en 10 páginas porque solo te habla de los 6 prinicipios de la influencia, que ya te digo yo que en Youtube te lo explican en 10 minutos y mucho más claro.
No vale la pena comprárselo, mejor invierte en otros.
It is a good complement for other books like "emotional intelligence" and "how to make friends and influence people
Único contra, la letra un poco pequeña en la versión escrita, por eso las 4 estrellas.
Tomate tu tiempo para leerlo, tomar notas, subrayar, y aplicarlo a tus propios casos.
All of us have been exploited by this triggers more often than we think. But now, knowing this triggers I can confidently affirm that it will be much more difficult for exploiters to use them against me as I would be aware of them. So kudos for the author on that.
This social triggers are: social proof, likeliness, commitment, scarcity, authority, liking, reciprocity. The book is well documented on experiments and their outcomes, showing the study conducted by professor Cialdini and how this triggers are consistently used by sales people to profit from them or by exploiters to profit from different situations.
Knowing this triggers not also gives you the ability of not being exploited by them, but also to use them in your favour (but looking for win-win situations). By knowing what people like, you can build your business or products on this social factors, and that is in fact what the most successful people do to earn money, from polititians to business men or bloggers, they all know how to trigger this factors, and you will also know after reading this book.
Reseñas más importantes de otros países
Recommended? YES. Buy it now if you haven’t read it.
Table of contents:
1 Weapons of Influence
2 Reciprocation: The Old Give and Take…and Take
3 Commitment and Consistency: Hobgoblins of the Mind
4 Social Proof: Truths Are Us
5 Liking: The Friendly Thief
6 Authority: Directed Deference
7 Scarcity: The Rule of the Few
Below are my key takeaways and some interesting points, but I’m telling you. Buy it. Read it. Trust me.
* Expensive implies quality. Example: gems in a jewel case that weren’t selling were marked up and then sold at a “discount” to the markup (a price higher than the original price), and they sold like hotcakes.
* Power of contrast. Example: If you go into a men’s store they’ll try and sell you an expensive suit before the sell you the expensive jumper because the contrast makes the sweater appear more affordable.
* Reciprocity. Example: If someone buys you something (say, a Coke), you’re more likely to buy something from them (say, raffle tickets).
* Concession. Example: If someone tries to sell you something and you pass (say $5 of $1 raffle tickets), they’ll try and sell you something less, that you’ll end up buying because you feel bad (1 $1 raffle ticket). Another term used here is “reject then retreat.”
* Commitment leads to consistency leads to collaboration. Example: During the Korean war, the Chinese got American soldiers to make public commitments of various things. Then they made those commitments even more public, which the American soldiers had to stand by to be consistent. That consistency then led them down a path of minor forms of collaboration – without them really thinking about it as such.
* Writing something down, even privately, strengthens your commitment to something.
* People like and believe in commitment because their image and reputation are on the line (i.e. the Chinese concentration camp example above).
* People like more what they struggle to get, even if it’s not that good. Example: frats (hey, it’s in the book, don’t hate the messenger).
* People like to feel they have control over a decision – even if they really don’t.
* The power of social proof, or the idea that if others do it it’s good. Example: introverted pre-schoolers who saw introverted kids become social in a movie were more inclined to go play. Another example: cults. People follow the crowd because they believe in the “wisdom” of the crowd.
* Convince and you shall be convinced. Example: cults, where people who convince or convert others become more convinced (that’s why so many are evangelical).
* Assign responsibility if you want things done. Example: a stabbing that took place over many minutes had 38 witnesses…it happened cause everyone figured someone else would call the police.
* The power of copycats that’ll play on social proof. Example: if you find a wallet of someone like you and you’re more likely to return it (it’s true). Another (scary) example: more suicides when the press publicizes a suicide…more fatal “accidents” too.
* Liking is an important part of influence. Attractiveness, similarity (identity and context), compliments, contact & cooperation all can make someone more influential.
* The reason good cop/bad cop works is because the subject feels someone is on their side.
* Associations are powerful. Bearers of good news get treated well, and bad news get treated poorly. Examples: weathermen (or Roman messengers reporting lost battles!)
* People tend to defer to authority/experts. Examples: experiments involving shock therapy where people listened to a guy in a lab coat to inflict pain on another human being (incredible how strong this is).
* The power of connotations and context over content, and how it can imply authority. Titles and clothing do this.
* Gaining trust. Example: a waiter who advises against a more expensive item early in the meal will gain the trust of everyone at the table, and then he can suggest more expensive items and more items through the course of the meal.
* Scarcity is powerful. There’s a psychological reaction…people don’t want to lose their freedom and don’t want to lose. This plays to a second point: competition. Invite 3 used car buyers at the same time and you’ll sell the car faster. A cookie is more attractive if there are two of them than if there are 10 of them. (Always as yourself when something is scarce: will the cookie taste as good if there are 10 of them?). Plus, if you saw that the number went from 10 to 2, you want it even more. It can even lead to revolt…when something is given and then taken away, people get mad; if something is never given at all, they don’t know what they’re missing.
* “It appears that commitments are most effective in changing a person’s self-image and future behaviour when they are active, public, and effortful.”
* “The most influential leaders are those who know how to arrange group conditions to allow the principle of social proof to work maximally in their favour.”
* “Social proof is most powerful for those who feel unfamiliar or unsure of a specific situation and who, consequently, must look outside of themselves for evidence of how to best behave there.”
Robert is a brilliant writer who well earns his accolade as the 'seminal expert in the rapidly expanding field of influence and persuasion' as he sets out how the five psychological principles of consistency, reciprocation, social proof, liking and scarcity direct human behaviour to give these tactics their power.
The ability for each of these principles to produce a distinct kind of automatic, mindless compliance from people to willingly say 'yes' without giving it a second thought is explained. Quite astounding and entertaining at the same time - a real eye opener and highly recommended for anyone who wants to take control over their decision making and indeed, understand how to achieve buy-in from others to do what they want them to do.
I first read this book in March 2012 and read it again this year as part of my research for my new blog.
What really caught my eye, the second time round, is the last chapter on Authority - How To Say No. This in view of the fact that it is now common knowledge that too many 'Social Media Consultants' who claim to be 'experts' are actually nothing of the kind.
Robert writes: 'We particularly mis-perceive the profound impact of authority (and its symbols)on our actions, we are at the disadvantage of being insufficiently cautious about its presence in compliance situations. A fundamental form of defence against this problem. When this awareness is coupled with a recognition of how easily authority symbols can be faked, the benefit will be a properly guarded approach to situations involving authority-influence attempts.'
He goes on to say that the best way to protect ourselves is to ask two questions: 1) Is this authority truly an expert? (to focus our attention on acquiring evidence of credentials and the relevance of those credentials to the topic in hand thus avoiding automatic deference), and 2) How truthful can we expect the expert to be here? (To focus on their trustworthiness in the situation as we seem to be swayed more by experts who seem to be impartial than by those who have something to gain by convincing us).
Paper quality - Very bad. It is equivalent to quality that is available on road side or some times on traffic signals at max. 100 Rs.
Quality of paper must be improved, here paying extra in comparison to what is available on locations mentioned above.
Book not worth amount paid.
Awesome content. Horrible Copy. Great Service by Amazon. Returned!