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Publisher's Summary

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 35 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.
©1984, 1994, 2007 Robert Cialdini (P)2016 HarperCollins Publishers
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Customer Reviews

Most Helpful
5 out of 5 stars
By ProudPapa34 on 01-08-17

Eye Opening

I listened to this book in about a week, and it's already making me perceive the world in a different way. From the guy at McDonalds who smiled when he asked if I wanted to donate a dollar to St. Jude to the man who gave my church a timeline on the purchase of an old church building because he has other "interested parties," I am more aware of the compliance tactics that people inadvertently or intentionally use around me to encourage me to behave in a certain way. This book is a classic.

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53 of 56 people found this review helpful

4 out of 5 stars
By Tobi on 11-03-16

Great content, slow in the middle, redeems itself quickly

This book has great content and is well formed in its ideas and overall message. At times in the middle of the book I found the stories a bit lengthy causing me to lose focus on the message but if you can push past this the second half of the book is just as good if not better as the first.

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23 of 25 people found this review helpful

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Customer Reviews

Most Helpful
5 out of 5 stars
By Alban on 11-11-17

Top reading

I would score this book 5 Stars.

It was a brilliant book a well researched book and extremely informative book in the space of compliance and how we are forced to comply with other people's demands through various set of tricks that use on us. By reading this book you will become aware of these tricks and how you feel at various points that someone makes an attempt to trick you.

It will give you the opportunity to have a calm demeanor about yourself and achieve composure before taking decisions that may later be regrettable in haste.

Reading this book will save you a lot of time will give you great lessons on how to handle compliance professionals in the future in fact how to handle your boss and your relationships in general.

The sooner you get reading this book the quicker you will have the chance to combat compliance professionals who use lots of tricks to force you into a decision that you probably will regret later on.

I wish I'd read it when it was first published.

Read it today!

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6 of 6 people found this review helpful

5 out of 5 stars
By Miss T on 10-25-16


Insightful, well written, well narrated. One of the best books on the psychology of persuasion and influence I've read to date.

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11 of 12 people found this review helpful

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Customer Reviews

Most Helpful
1 out of 5 stars
By completeaerogeek on 02-25-17

Dont buy this book if you are interested in facts

What could have made this a 4 or 5-star listening experience for you?

Accurate information based of current research

Has Influence put you off other books in this genre?

No but it is pretty bad.

What do you think the narrator could have done better?


What character would you cut from Influence?

The entire section on social proof.

Any additional comments?

This book is very dated as its references make clear and while it does contain some information that may be useful, most of it is obvious in the extreme.

After discussing dodgy sales techniques, most of which are specifically outlawed in most civilised countries, the author also spends an inordinate amount of time discussing American college fraternity hazing behaviour and proclaiming this to be a universal tribal behaviour while ignoring the fact that this is almost exclusively an American behaviour. In other developed countries students go to university to well.. study. As a former lecturer I can tell you that in Australia at least, we don't have fraternities or any of the abhorrent behaviour that goes with it.

Then he goes on to conflate this fraternity behaviour with military training. As someone who served in 2 branches of our military including a time undergoing special forces training, I am offended by this parallel between drunken college kids for whom the only obvious threat is a hangover, and servicepeople being prepared for the rigours and hardship of war. It should be offensive for anyone who has ever served. Having said that, even the harsher kind of generalised 'stress' treatments have been purged from our defence force with no loss of combat capability.

But wait, that's not the worst bit -I then came to the section in social proof where Cialdini quotes 'research' correlating publicised suicides with airline accidents, I nearly threw up in my coffee cup. (I should mention that I am a postgraduate educated aviation professional and Human Factors specialist who studies behaviour leading to airline accidents)

He repeatedly lauds a researcher who found that when a suicide is publicised in the paper, airline accidents increase 'up to 1,000 %'.

He then goes on to compound this nonsense by saying that after reading a depressing story an airline pilot might be tempted to 'dip the nose' on take off and commit suicide. Never mind that at the time of writing all large airliners had 3 cockpit crew (pilot, copilot and flight engineer) and that they undergo specific training (CRM) to notify the pilot flying of any non standard actions and if he or she doesn't correct them to take over control of the aircraft. He then doubles down on this rubbish by saying he checks the papers before he flies and even buys more insurance, if there have been suicides reported. Presumably this is after he checks his horoscope, reads his tea leaves and interprets his rune stones.

That an academic would spout this kind of illogical drivel is reprehensible. The most basic research would show this to be nonsense or it would be raining airliners and yet in 2015, 3.2 billion people flew on the world's airlines and there was not one crash involving a major airline/jet airliner and no
fatalities. Presumably all of the suicide prone pilots were on holidays.

Oh and another thing, in Australia we have not had a jet airliner crash - ever - despite having some of the busiest air routes in the world on our east coast. Presumably we are not subject to this 'social proof'.

Airline accidents are the most thoroughly investigated occurrences on Earth and the results are publicly available. To believe Cialdini, the primary causal factor in all of them would be pilot suicide yet this is the case in only 3 commercial accidents in the last 50 years. Presumably engines that fail or cargoes that catch fire are feeling 'social proof' to commit suicide....

Cialdini owes an apology to anyone who bought this book and more importantly, to everyone involved in commercial aviation - the safest form of transport ever devised (including walking) .

Shame on you...

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19 of 23 people found this review helpful

5 out of 5 stars
By Wedzerai on 03-13-17

Great book!!

Sound principles that are easy to apply and some easy to relate to examples of the principles in application! 👍🏿

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2 of 2 people found this review helpful

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