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Healthy Skepticism Library item: 1496

Warning: This library includes all items relevant to health product marketing that we are aware of regardless of quality. Often we do not agree with all or part of the contents.

 

Publication type: book

Cialdini RB.
Influence: Science and Practice 4th Edn
New York: Allyn & Bacon 2000
http://www.ablongman.com/catalog/academic/product/0,1144,0321011473,00.html


Abstract:

Book Description
Influence: Science and Practice is an examination of the psychology of compliance (i.e. uncovering which factors cause a person to say “yes” to another’s request).
Written in a narrative style combined with scholarly research, Cialdini combines evidence from experimental work with the techniques and strategies he gathered while working as a salesperson, fundraiser, advertiser, and in other positions inside organizations that commonly use compliance tactics to get us to say “yes.” Widely used in classes, as well as sold to people operating successfully in the business world, the eagerly awaited revision of Influence reminds the reader of the power of persuasion.

Cialdini organizes compliance techniques into six categories based on psychological principles that direct human behavior: reciprocation, consistency, social proof, liking, authority, and scarcity.

From the Publisher
FEATURES:

• Engaging writing style with amusing anecdotes.
• Includes citations from both recent and classic research.
• Describes how to resist unwanted influence attempts.
• Well known and influential author speaks frequently on “The Power of Ethical Influence” to such organizations as IBM, the Mayo Clinic, and NATO.

NEW TO THIS EDITION:

• New reports from readers illustrate how a principle has worked on or for them.
• Additional examples from current events illustrate psychological research, such as holiday gift crazes for Beanie Babies, Furbies, and Pokemon; the Columbine High School shootings; and the FBI’s decision to attack Branch Davidian headquarters in Waco, Texas.

 

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As an advertising man, I can assure you that advertising which does not work does not continue to run. If experience did not show beyond doubt that the great majority of doctors are splendidly responsive to current [prescription drug] advertising, new techniques would be devised in short order. And if, indeed, candor, accuracy, scientific completeness, and a permanent ban on cartoons came to be essential for the successful promotion of [prescription] drugs, advertising would have no choice but to comply.
- Pierre R. Garai (advertising executive) 1963