The Power of Persuasion by Robert Cialdini

Part of the Series: Stanford Executive Briefings

Call it persuading, negotiating or convincing. Ethical influence is the foundation of successful leadership, management, sales, and customer service. Robert Cialdini has spent his career systematically studying the psychology of influence. In this program he reveals what lies at the heart of his findings: the six principles of influence that form the basis of effective, persuasive appeals. These principles--reciprocation, scarcity, authority, commitment, liking, and consensus--may seem like the jargon of social scientists, but Dr. Cialdini brings them to life.

In this dynamic, often humorous presentation, Dr. Cialdini provides clear step-by-step examples of behaviors that you can put to use daily to increase your influence. You will learn why you say yes to some offers, simply based on the way they are presented. And you'll learn how to defend against offers that you're really not interested in, no matter how effectively they're presented.