Robert B. Cialdini - Influence: Science and Practice (5th Edition)

Fifth Edition

Robert B. Cialdini
Arizona State University

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Library of Congress Cataloging-in-Publication Data
Cialdini, Robert B.
Influence : science and practice / Robert B. Cialdini.5th ed.
p. cm.
Includes bibliographical references (p. ) and index.
ISBN-13: 978-0-205-60999-4
ISBN-10: 0-205-60999-6
1. Influence (Psychology) 2. Persuasion (Psychology) 3. Compliance. I. Title.
BF774.C53 2009
153.8 52dc22
2008020078

Printed in the United States of America

10 9 8 7 6 5 4 3 2 1 RRD-VA 12 11 10 09 08

Credits appear on page 260, which constitutes an extension of the copyright page.

Robert B. Cialdini is Regents Professor of Psychology at Arizona State University, where he has also been named Graduate Distinguished Research Professor. He received undergraduate, graduate, and postgraduate training in psychology from the University of Wisconsin, the University of North Carolina, and Columbia University, respectively. He is past president of the Society of Personality and Social Psychology.

He attributes his long-standing interest in the intricacies of social influence to the fact that he was raised in an entirely Italian family, in a predominantly Polish neighborhood, in a historically German city (Milwaukee), in an otherwise rural state.

The initial version of Influence was designed for the popular reader, and as such, an attempt was made to write it in an engaging style. In the subsequent versions, that style is retained, but in addition, I present the research evidence for my statements, recommendations, and conclusions. Although they are dramatized and corroborated through such devices as interviews, quotes, and systematic personal observations, the conclusions of Influence are based on controlled, psychological research. This fact allows the reader to feel confident that the book is not pop psychology but represents work that is scientifically grounded. The subsequent versions also provide new and updated material, chapter summaries, and study questions to enhance its utility.

A potentially attractive feature of the present version of Influence lies in its ability to serve as an enjoyable, practical, yet scientifically documented offering. In a related vein, the book might be seen as a way to demonstrate that, properly presented, what often seems like dry science can actually prove to be lively, useful, and relevant to all readers personal lives.

It has been some time since Influence was last published. In the interim, some things have happened that deserve a place in this new edition. First, we now know more about the influence process than before. The study of persuasion, compliance, and change has advanced, and the pages that follow have been adapted to reflect that progress. In addition to an overall update of the material, I have devoted special attention to updated coverage of popular culture and new technology, as well as to research on cross-cultural social influencehow the influence process works similarly or differently in various human cultures. I have also expanded a feature that was stimulated by the responses of prior readers.

This feature highlights the experiences of individuals who have read Influence, recognized how one of the principles worked on (or for) them in a particular instance, and wrote to me describing the event. Their descriptions, which appear in the Readers Reports in each chapter, illustrate how easily and frequently we can fall victim to the influence process in our everyday lives. There are now twice as many firsthand accounts of how the books principles apply to business and personal lives.

An array of people deserve and have my appreciation for their aid in making Influence possible. Several of my academic colleagues read and provided perceptive comments on the entire manuscript in its initial draft form, greatly strengthening the subsequent versions. They are Gus Levine, Doug Kenrick, Art Beaman, and Mark Zanna. In addition, the first draft was read by a few family members and friendsRichard and Gloria Cialdini, Bobette Gorden, and Ted Hallwho offered not only much-needed emotional support but insightful substantive commentary as well.

A second, larger group provided helpful suggestions for selected chapters or groups of chapters: Todd Anderson, Sandy Braver, Catherine Chambers, Judi Cialdini, Nancy Eisenberg, Larry Ettkin, Joanne Gersten, Jeff Goldstein, Betsy Hans, Valerie Hans, Joe Hepworth, Holly Hunt, Ann Inskeep, Barry Leshowitz, Darwyn Linder, Debbie Littler, John Mowen, Igor Pavlov, Janis Posner, Trish Puryear, Marilyn Rall, John Reich, Peter Reingen, Diane Ruble, Phyllis Sensenig, Roman Sherman, and Henry Wellman.

Certain people were instrumental at the beginning stages. John Staley was the first publishing professional to recognize the projects potential. Jim Sherman, Al Goethals, John Keating, Dan Wagner, Dalmas Taylor, Wendy Wood, and David Watson provided early, positive reviews that encouraged author and editors alike. My editors at Allyn and Bacon, Michelle Limoges and Liz Napolitano, were consistently congenial, helpful, and insightful. I would like to thank the following users of the book for their feedback during a telephone survey: Emory Griffin, Wheaton College; Robert Levine, California State, Fresno; Jeffrey Lewin, Georgia State University; David Miller, Daytona Beach Community College; Lois Mohr, Georgia State University; and Richard Rogers, Daytona Beach Community College. The past editions benefited substantially from the reviews of Assaad Azzi, Yale University; Robert M. Brady, University of Arkansas; Brian M. Cohen, University of Texas at San Antonio; Christian B. Crandall, University of Florida; Catherine Goodwin, University of Alaska; Robert G. Lowder, Bradley University; James W. Michael, Jr., Virginia Polytechnic Institute and State University; Eugene P. Sheehan, University of Northern Colorado; Jefferson A. Singer, Connecticut College; and Sandi W. Smith, Michigan State University. Thanks to the following reviewers of this new edition: Amy M. Buddie, Kennesaw State University; Maria Czyzewska, Texas State University; A. Celeste Farr, North Carolina State University; Arthur Frankel, Salve Regina University; and Brian Smith, Graceland University.