The human brain is not a perfect machine when it comes to making decisions. I have already shown you throughout the life of the blog a long list of cognitive biases that affect us when it comes to thinking logically and objectively. To better understand the factors that influence us when making decisions, I recommend the book "Influence: Science and Practice" by Robert Cialdini, of which I will give you my opinion in this article and I will attach an address to download it in PDF. I already anticipate that I consider it one of the best books I have read in my life.
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Analysis and opinion
As always, before I start to comment on a book, I like to get to know and know the author a little better. Robert Cialdini is Emeritus Professor of Psychology and Marketing at Arizona State University. He is known for his studies on human behavior and the factors that influence us in decision-making, that is, in the psychology of persuasion.
The truth is that I had this book on my list of books to read for a long time, but the factor that had the greatest influence on me to decide to read it when before was the vehement recommendation of the book by Charlie Munger. In other words, the principle of authority influenced me, as I now know from reading this book.
As Robert Cialdini shows in this book, our thinking can be biased by a series of principles that persuade us to make decisions in a certain way, even if this is not the one that suits us best and may even seem irrational to us.
The 6 principles of influence according to Robert Cialdini
According to Cialdini, the 6 principles of influence are the following:
- Commitment and consistency
- Sanción social
These principles can be useful in our day to day. The problem is that they are also used constantly in our daily lives by those who try to persuade us to take a certain action that suits them, even if it goes against our interests. The book is full of examples, ranging from the methods of Jehovah's Witnesses to politicians to collecting and television commercials. It's also packed with scientific studies that back up the ideas Cialdini explains in the book.
Real example of the principles of influence in practice
Here is a real example of the principles of influence applied in practice. This is the case of a financial bar that tried to scam me by applying all these principles.
The problem you may have is that it is a rather difficult book to find in physical format. In fact, I have not been able to find it in any bookstore in its Spanish version and I have had to resort to borrowing it from the library of the Sociology faculty in my city. Fortunately, you can access book Influence: Science and Practice in PDF on Scribd. Therefore, those of you who have not read them yet have no excuse.
Influence Assessment: Science and Practice
It does not matter your age, gender, nationality, job or religion. This book will help you make better decisions in your life and influence the lives of others, which is why for me it is one of those essential classics that everyone should read.
- Score: 9,5
- Medium level
- Recommended to: Everyone, no exceptions