Influence: The Psychology of Persuasion

In each chapter, Cialdini uses multiple layers of sections, subsections, and sub-subsections. Throughout the summary, the titles of these are capitalized and placed in quotation marks to allow readers to easily locate specific references.

Cialdini begins by describing the “levers of influence,” referring to actions the persuaders use to elicit a desired response. Though baffling to those encountering them initially, they emerge from the scientific principles he elaborates in the book.

Cialdini writes that all animals have “fixed action patterns,” which are survival shortcuts. For example, a mother turkey will always welcome chicks that make a certain sound; if another animal makes that sound, even an enemy, the hen will protect it.

Cialdini writes in the section “Click, Run” that humans also employ fixed action patterns. He notes that, because society is so complex, people need ways to accomplish things with less thought. They need lots of shortcuts. For instance, if something is more expensive, we perceive it as better. If an expert chooses an item or course of action, we are likely to do the same.

In “Simplifying by Betting the Shortcut Odds,” Cialdini writes that psychologists have uncovered many decision shortcuts people employ daily. Termed “judgmental heuristics,” these shortcuts allow for simplified thinking that usually works well but sometimes leaves individuals open to mistakes. He refers to our tendency to make shortcut decisions as “click, run” responses. He contrasts these to “controlled responses” based upon a full analysis of a situation. He writes, “I have become impressed by evidence indicating that the form and pace of modern life is not allowing us to make fully thoughtful decisions, even on many personal relevant topics” (10).

In “The Profiteers,” Cialdini discusses those who have learned how to steer our conditioned responses to their advantage. People can be persuaded to make some decisions automatically based on shortcuts. He shows how we trust online reviews without knowing the motives of the reviewer. Cialdini lists ways to determine whether a review is believable or placed just to make a product look better.

In “Jujitsu,” Cialdini describes how people can influence others to make decisions without appearing to manipulate them in any way. He talks about “control contrast”: When one item seems expensive, a less expensive item will seem even cheaper by comparison. When seeing a very attractive person and then another less attractive person, the second person will appear even less attractive. Retail clothiers will show an expensive suit first. Then, when they show lesser priced apparel, it makes the less expensive items seem that much cheaper and more desirable. Real estate agents and car salesman use the contrast and compare principal to make average-looking properties appear more attractive to potential buyers or to add additional expensive options.