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Le armi della persuasione
Perché una richiesta formulata in un certo modo viene respinta, mentre una richiesta identica, presentata in maniera leggermente diversa, ottiene il risultato voluto? Cialdini, segnando una vera e propria svolta nella psicologia sociale contemporanea, ha scoperto che alla base delle migliaia di tattiche usate quotidianamente dai persuasori ci sono sei schemi fondamentali: in questo libro ne rivela tutti i meccanismi di funzionamento. Titolo originale: Influence. The Psychology of Persuasion (1984, 1993).
704 pages, Kindle Edition
Published May 7, 2013
17 people are currently reading
142 people want to read
About the author
Robert B. Cialdini
68 books2,728 followersDr. Robert Cialdini has spent his entire career researching the science of influence earning him an international reputation as an expert in the fields of persuasion, compliance, and negotiation.
His books including, Influence: Science & Practice, are the results of years of study into the reasons why people comply with requests in business settings. Worldwide, Influence has sold over 2 million copies. Influence has been published in twenty-five languages. His most recent co-authored book, Yes! 50 Scientifically Proven Ways to be Persuasive, has been on the New York Times, USA Today & Wall Street Journal Best Seller Lists.
In the field of influence and persuasion, Dr. Cialdini is the most cited living social psychologist in the world today.
Dr. Cialdini received his Ph.D from the University of North Carolina and post doctoral training from Columbia University. He has held Visiting Scholar Appointments at Ohio State University, the University of California, the Annenberg School of
Communications, and the Graduate School of Business of Stanford University. Currently, Dr Cialdini is Regents’ Professor Emeritus of Psychology and Marketing at Arizona State University.
Dr. Cialdini is President of INFLUENCE AT WORK, an international consulting, strategic planning and training organization based on the Six Principles of Influence.
His books including, Influence: Science & Practice, are the results of years of study into the reasons why people comply with requests in business settings. Worldwide, Influence has sold over 2 million copies. Influence has been published in twenty-five languages. His most recent co-authored book, Yes! 50 Scientifically Proven Ways to be Persuasive, has been on the New York Times, USA Today & Wall Street Journal Best Seller Lists.
In the field of influence and persuasion, Dr. Cialdini is the most cited living social psychologist in the world today.
Dr. Cialdini received his Ph.D from the University of North Carolina and post doctoral training from Columbia University. He has held Visiting Scholar Appointments at Ohio State University, the University of California, the Annenberg School of
Communications, and the Graduate School of Business of Stanford University. Currently, Dr Cialdini is Regents’ Professor Emeritus of Psychology and Marketing at Arizona State University.
Dr. Cialdini is President of INFLUENCE AT WORK, an international consulting, strategic planning and training organization based on the Six Principles of Influence.
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Displaying 1 - 7 of 7 reviews
August 23, 2025
Un viaggio affascinante nella nostra mente, che racconta con diversi esempi pratici quali sono meccanismi e le reazioni che ci spingono a dire di sì.
July 31, 2025
The Absolute Psychology Classic – Influence by Robert Cialdini
10 out of 10
This is not just an extraordinary, informative, essential Magnum opus, it is such a pleasure to read that the under signed, who speaks often about it, has mentioned it to somebody who jogs in the same wonderful landscape, near a palace no less (Mogosoaia, early eighteenth century), this morning, tried to entice a new admirer of Cialdini and then found that he is captivated yet again by this gem…
It is after all exhilarating to find what makes us tick, do things and especially when we are offered incredible stories, such as the experiment that looks at the authority principle, in which they use electricity to punish participants in a test, whenever they give the wrong answers to questions…there is a figure of authority, conducting the experiment, in a white lab coat, telling people that they must apply painful shocks, if they start with low voltage, they increase up to the point where more than one hundred volts, then 220 make the character in the chair cry and then shout with pain, only more than sixty percent continue…
There are those who stop, when they see they cause trauma and injury, but most of us (we can assume we would have done the same thing) do go beyond the decent limit, proving the effectiveness of the Authority Principle…it is used in marketing, with actors dressed appropriately, as doctors, technicians, mechanics, depending on the product they advertise for, tell us to buy this medicine, that car, or various machinery for garden, house, etc…it has even been discovered that drivers use the horn of their cars much less, at a traffic light, when they have in front of them Mercedes, BMW, Lexus or some other luxury brand…
The mass suicide in Guyana has been brought back to the forefront recently on CNN, to make parallels with the Cult that is in the headlines quite often these days, led by the man who calls himself a Stable Genius, but is in fact so limited as to prompt people to drink disinfectant to cure the pandemic (evidently, the list of absurdities and enormous lies and stupid statements is enormous) and Robert Cialdini has looked at the tragic event to see what made those people kill themselves and perhaps the most important principle at play there was Social Proof, in popular speech ‘when in Rome, do what the Romans do’…
In unfamiliar circumstances, we look at others for clues and we tend to follow the others’ lead, sometimes with dramatic consequences: the example of a murder is given, wherein there have been nineteen witnesses (if my memory of the story is correct) and none of them had a reaction, called the police or tried to interfere with the tragedy unfolding near them (it surely had to do with fear as well) because they were looking at the others to see what they do…hence the advice, the precious knowledge we extract from this marvelous book (one among many) that if we are in an accident or dangerous situation, we need to identify one or a few individuals and address them, as opposed to asking for help in general, because people think, I am not a doctor, maybe somebody else would do a better job…but if we say ‘you, in the blue jacket, then that person will respond and offer support’ and lives can be saved…
So many amusing stories are coupled with the sinister Guyana mass suicide, the murder with nineteen witnesses, such as the introduction of shopping carts: decades ago, there were just small baskets that people used when shopping, until they thought of having customers buy more…much, much more (come to think of it, this might have been one of the Tipping Points (The Tipping Point is another classic by Malcolm Gladwell http://realini.blogspot.com/2013/08/t... )
When they introduced these giant shopping carts, the planet started on its Death Row line, seeing that consumerism got such a boost…we need to apply Stoicism and stop buying like crazy, if we are to prevent Climate Change from creating deserts in many parts of the world, covering other vast lands with ocean, burning huge territory of forest…trying to return to our sheep, when they brought in the big carts, people ignored them, but once they paid some men and women to take and fill them, all others adopted them…
The first Principle of Influence is Reciprocity – albeit I am wondering how this works in places where communism and the descendants, such as our own Red Plague, have scorched the earth, distorted values and another principle applies, exposed by this joke: in brief, God comes to the decision to give Petre the pleasure of having a wish fulfilled (I forgot the circumstances, how that came to be and it is however irrelevant) on condition that whatever he gets, his neighbor, Vasile, will get double, so Petre says God, blind me one eye…
This can be abused in sales, for instance, when a car salesman ‘throws in’ a stereo (albeit these days all cars come equipped with that, built in…in previous decades, it was different…I used to have a detachable one, just like the rest, because they had broken in, smashed a window and that was just as difficult to replace as the stereo, for back then, spare parts and well, almost anything was hard to come by) because he wants us to feel the urge to ‘reciprocate’ and accept a higher price than we intended…
Incidentally, about twenty five years ago, when we bought a Skoda, the lighter in the car was…extra, we had to pay something like twenty German marks (in circulation at the time) to have one inside, otherwise, without the twenty, or maybe forty marks, there would be a hole in near the gear stick (I think this is where it was) they were so mean (in fact, I am pretty sure the Authority principle works even now, and they charge you for many more things in a Mercedes, rugs, anything will have to be paid for on top)
There are those who speculate, even cheat when using the Principles of Influence and one example is regarding The Scarcity Principle, which had been applied to us as well, when we bought the house and the real estate agent lied about the availability of houses in the gated community, we were told that there are only three left, only for us to find that in fact, there were still plenty on sale, once we would have signed the contract, but then the constructor and the one selling the units were so vicious, they got on television, at the news, with the flaws they had in their construction…still, Mohamed, the fellow who owns the company is riding high now, as always, for corruption, false pretenses are still the way…look at Trump, another real estate crook…
10 out of 10
This is not just an extraordinary, informative, essential Magnum opus, it is such a pleasure to read that the under signed, who speaks often about it, has mentioned it to somebody who jogs in the same wonderful landscape, near a palace no less (Mogosoaia, early eighteenth century), this morning, tried to entice a new admirer of Cialdini and then found that he is captivated yet again by this gem…
It is after all exhilarating to find what makes us tick, do things and especially when we are offered incredible stories, such as the experiment that looks at the authority principle, in which they use electricity to punish participants in a test, whenever they give the wrong answers to questions…there is a figure of authority, conducting the experiment, in a white lab coat, telling people that they must apply painful shocks, if they start with low voltage, they increase up to the point where more than one hundred volts, then 220 make the character in the chair cry and then shout with pain, only more than sixty percent continue…
There are those who stop, when they see they cause trauma and injury, but most of us (we can assume we would have done the same thing) do go beyond the decent limit, proving the effectiveness of the Authority Principle…it is used in marketing, with actors dressed appropriately, as doctors, technicians, mechanics, depending on the product they advertise for, tell us to buy this medicine, that car, or various machinery for garden, house, etc…it has even been discovered that drivers use the horn of their cars much less, at a traffic light, when they have in front of them Mercedes, BMW, Lexus or some other luxury brand…
The mass suicide in Guyana has been brought back to the forefront recently on CNN, to make parallels with the Cult that is in the headlines quite often these days, led by the man who calls himself a Stable Genius, but is in fact so limited as to prompt people to drink disinfectant to cure the pandemic (evidently, the list of absurdities and enormous lies and stupid statements is enormous) and Robert Cialdini has looked at the tragic event to see what made those people kill themselves and perhaps the most important principle at play there was Social Proof, in popular speech ‘when in Rome, do what the Romans do’…
In unfamiliar circumstances, we look at others for clues and we tend to follow the others’ lead, sometimes with dramatic consequences: the example of a murder is given, wherein there have been nineteen witnesses (if my memory of the story is correct) and none of them had a reaction, called the police or tried to interfere with the tragedy unfolding near them (it surely had to do with fear as well) because they were looking at the others to see what they do…hence the advice, the precious knowledge we extract from this marvelous book (one among many) that if we are in an accident or dangerous situation, we need to identify one or a few individuals and address them, as opposed to asking for help in general, because people think, I am not a doctor, maybe somebody else would do a better job…but if we say ‘you, in the blue jacket, then that person will respond and offer support’ and lives can be saved…
So many amusing stories are coupled with the sinister Guyana mass suicide, the murder with nineteen witnesses, such as the introduction of shopping carts: decades ago, there were just small baskets that people used when shopping, until they thought of having customers buy more…much, much more (come to think of it, this might have been one of the Tipping Points (The Tipping Point is another classic by Malcolm Gladwell http://realini.blogspot.com/2013/08/t... )
When they introduced these giant shopping carts, the planet started on its Death Row line, seeing that consumerism got such a boost…we need to apply Stoicism and stop buying like crazy, if we are to prevent Climate Change from creating deserts in many parts of the world, covering other vast lands with ocean, burning huge territory of forest…trying to return to our sheep, when they brought in the big carts, people ignored them, but once they paid some men and women to take and fill them, all others adopted them…
The first Principle of Influence is Reciprocity – albeit I am wondering how this works in places where communism and the descendants, such as our own Red Plague, have scorched the earth, distorted values and another principle applies, exposed by this joke: in brief, God comes to the decision to give Petre the pleasure of having a wish fulfilled (I forgot the circumstances, how that came to be and it is however irrelevant) on condition that whatever he gets, his neighbor, Vasile, will get double, so Petre says God, blind me one eye…
This can be abused in sales, for instance, when a car salesman ‘throws in’ a stereo (albeit these days all cars come equipped with that, built in…in previous decades, it was different…I used to have a detachable one, just like the rest, because they had broken in, smashed a window and that was just as difficult to replace as the stereo, for back then, spare parts and well, almost anything was hard to come by) because he wants us to feel the urge to ‘reciprocate’ and accept a higher price than we intended…
Incidentally, about twenty five years ago, when we bought a Skoda, the lighter in the car was…extra, we had to pay something like twenty German marks (in circulation at the time) to have one inside, otherwise, without the twenty, or maybe forty marks, there would be a hole in near the gear stick (I think this is where it was) they were so mean (in fact, I am pretty sure the Authority principle works even now, and they charge you for many more things in a Mercedes, rugs, anything will have to be paid for on top)
There are those who speculate, even cheat when using the Principles of Influence and one example is regarding The Scarcity Principle, which had been applied to us as well, when we bought the house and the real estate agent lied about the availability of houses in the gated community, we were told that there are only three left, only for us to find that in fact, there were still plenty on sale, once we would have signed the contract, but then the constructor and the one selling the units were so vicious, they got on television, at the news, with the flaws they had in their construction…still, Mohamed, the fellow who owns the company is riding high now, as always, for corruption, false pretenses are still the way…look at Trump, another real estate crook…
February 12, 2020
Libro molto interessante. Necessita di un'approfondita lettura per memorizzare i diversi concetti espressi: conto di ripassarlo più volte nel corso del tempo per fissare mano a mano gli insegnamenti presenti all'interno. Consigliatissimo!
February 17, 2020
Bellissimo libro, da consigliare a tutti
June 28, 2020
Davvero utile ed interessante
October 20, 2022
A marketing and psychology masterpiece.
June 18, 2025
Veramente un libro interessante ma va letto con molta attenzione
Displaying 1 - 7 of 7 reviews