Influence: The Psychology of Persuasion

Influence: The Psychology of Persuasion by Robert B. Cialdini first appeared in 1984. The book was released again in 1994 and 2007. The first three editions of Influence, which has been translated into 44 languages, tallied 5,000,000 sales around the world. In 2021, Cialdini released the fourth edition of the book. The latest version includes current insights into the digital age and many testimonials from readers of previous editions.

In Influence, Cialdini describes “levers of influence,” specific methods that can be utilized to achieve compliance, that is, to persuade a person to say “yes” to a request. Earlier versions of Influence detailed six levers of influence. In the 2021 edition, however, the author adds a seventh lever. Cialdini is Psychology and Marketing Professor Emeritus at Arizona State University and the author or co-author of several related titles. He has received many awards, is a member of the National Academy of Sciences, and was elected President of the Society of Personality and Social Psychology.

This guide uses the 2021 hardcover edition from Harper Business.

Content Warning: Chapter 4 contains a discussion of the People’s Temple mass suicide, in which over 900 people lost their lives.