基本信息
書名：Influence: The Psychology of Persuasion 影響力
作者：Robert B. Cialdini羅伯特·B·西奧迪尼
齣版社名稱：Collins Business
齣版時間：2007
語種：英文
ISBN：9780061241895
商品尺寸：13.5 x 2.1 x 20.3 cm
包裝：平裝
頁數：320

編輯推薦
Influence: The Psychology of Persuasion《影響力》是心理學傢西奧迪尼經典著作，在書中，作者從專業角度為讀者闡釋瞭順從他人行為背後的六大基本原則以及為我們解釋瞭為什麼有些人極具說服力，而我們總是容易上當受騙。本書對於商業人士以及廣大普通讀者有深遠的意義，教你學會對順從業人士說“不”，幫助你成為一個真正對他人有影響力的人。本版本為經典版，適閤有一定英文水平的普通讀者閱讀，尤其是從事營銷、銷售、新聞媒體等工作的企業員工。
推薦理由：
1.西奧迪尼社會心理學經典作品，風靡全球30載；
2.被引述率高居當今社會心理學之冠，《財富》雜誌推薦75本商業必讀書之一；
3.本書為經典版，行文結構適閤大眾閱讀；
4.英文原版，原汁原味，閱讀難度不大。
Review
“For markters, this book is among the most important books written in the last ten years.” —Journal of Mariketing Research
“Influence is a joy to read. Cialdini deserves a pat on the back for breaking the mold.” —Contemporary Psychology
“Influence should be required reading for all business majors.” — Journal of Retailing
“This book will strike chords deep in the hearts and psyches of all of us.” — Best Sellers Magazine
“The material in Cialdini’s Influence is a proverbial gold mine.” — Journal of Social and Clinical Psychology

內容簡介
自齣版以來，Influence: The Psychology of Persuasion《影響力》就一直是暢銷佳作。由於它的影響，勸說得以成為一門科學。無論你是普通人還是為某一産品或事業觀點遊說的人，這都是一本基本的書，是你理解人們心理的基石。在這本書中，心理學傢羅伯特·B·西奧迪尼博士為我們解釋瞭為什麼有些人極具說服力，而我們總是容易上當受騙。隱藏在衝動地順從他人行為背後的6大心理秘笈，正是這一切的根源。那些勸說高手們，總是熟練地運用它們，讓我們就範。
Influence, the classic book on persuasion, explains the psychology of why people say “yes”—and how to apply these understandings. Dr. Robert Cialdini is the seminal expert in the rapidly expanding field of influence and persuasion. His thirty-five years of rigorous, evidence-based research along with a three-year program of study on what moves people to change behavior has resulted in this highly acclaimed book.
You’ll learn the six universal principles, how to use them to become a skilled persuader—and how to defend yourself against them. Perfect for people in all walks of life, the principles of Influence will move you toward profound personal change and act as a driving force for your success.

作者簡介
羅伯特·B.西奧迪尼博士是亞利桑那州立大學心理學名譽教授（Emeritus Professor Psychology）。他曾任美國人格與社會心理學協會（Society for Personality and Social Psychology）的主席，並獲得消費心理協會（Society for Consumer Psychology）頒發的傑齣科學貢獻奬。他的研究發錶在許多雜誌上，包括《社會心理學手冊》（Handbook of Social Psychology）、《個性與社會心理學雜誌》（Journal of Personality and Social Psychology）等。他的著作《影響力》（Influence: The Psychology of Persuasion）已被翻譯成26種語言，在全球售齣瞭200萬冊，並被《財富》雜誌評選的75本必讀睿智的圖書之一。
Robert B. Cialdini, Ph.D. holds dual appointments at Arizona State University. He is a W. P. Carey Distinguished Professor of Marketing and Regents’ Professor of Psychology, and has been named Distinguished Graduate Research Professor. Dr. Cialdini is also president of Influence At Work, an international training and consulting company based on his groundbreaking body of research on the ethical business applications of the science of influence.

目錄
  INTRODUCTION 導言
1 Weapons of Influence影響力的武器
2 Reciprocation: The Old Give and Take… and Take互惠
3 Commitment and Consistency: Hobgoblins of the Mind承諾和一緻
4 Social Proof: Truths Are Us社會認同
5 Liking: The Friendly Thief喜好
6 Authority: Directed Deferencequanwei
7 Scarcity: The Rule of the Few稀缺
   EPILOGUE Instant Influence: Primitive Consent for an Automatic Age尾聲即時的影響力
   Notes 注釋
   Bibliography 參考書目
   INDEX 索引

精彩書摘
Chapter 1
WEAPONS OF INFLUENCE
Everything should be made as simple as possible, but not simpler. —ALBERT EINSTEIN
I GOT A PHONE CALL ONE DAY FROM A FRIEND WHO HAD RECENTLY opened an Indian jewelry storein Arizona. She was giddy with a curious piece of news. Something fascinating had justhappened, and she thought that, as a psychologist, I might be able to explain it to her.The story involved a certain allotment of turquoise jewelry she had been having troubleselling. It was the peak of the tourist season, the store was unusually full of customers, the turquoise pieces were of good quality for the prices she was asking; yetthey had not sold. My friend had attempted a couple of standard sales tricks to get themmoving. She tried calling attention to them by shifting their location to a more centraldisplay area; no luck. She even told her sales staff to “push” the items hard, againwithout success.
Finally, the night before leaving on an out-of-town buying trip, she scribbled anexasperated note to her head saleswoman, “Everything in this display case, price ×?,” hoping just to be rid of the offending pieces, even if at a loss. When she returneda few days later, she was not surprised to find that every article had been sold. Shewas shocked, though, to discover that, because the employee had read the “?” in her scrawled message as a “2,” the entire allotment had sold out at twice the originalprice!