The book Influence: Science and Practice, written by Robert Cialdini, is greatly influencing and quite true in its own content, enriched by real practical examples and their explanations in order to benefit the readers up to maximum. Along with that, the book has the capability…
Thus various tactics used to persuade or stimulate others are explained in the book and these tactics come under the classification of six basic categories of reciprocation, consistency, social proof, liking, authority, and scarcity.
Another powerful concept that the book explains is the key of attracting the customers or viewers attention by using the idea of scarcity –the rule of few i.e. using labels like limited availability, short time only or restricting the information in order to stimulate viewers to know more about it. In addition, using the appropriate caption added to the sale of the product to a large extent. For instance, the caption used in the present book is-‘over a quarter million copies sold’-hence an idea of influencing the readers or viewers so that they demand more information and respond positively.
Incase of approaches described in the book, first effective and learnable is that we should avoid social proof. The situation becomes worse when we do not know much about things we are going to do. So, we really ignore our own consciousness and mentality, which is risky. The notion is well beneficial for both person as well as organization, since own intellectual and judgments can escape us from blunders those we were going to act just because of social proof.
The second very awakening idea illustrated in chapter 8-Instant Influence-truly warns us not to rely our decisions on small primitive piece of the information rather than the total available one. Hence, the chapter informs the professionals to use the maximum accessible information as well as the normal man to furnish his decisions on the basis of complete information.
As far as the personal assessment is concerned, the book is quite beneficial to everyone whether the individual is student of management, marketing professional, a common customer of a market. Although book explained each and every concept in an organized way yet it ...
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