Influence - by Robert Cialdini

'The Psychology of Persuasion'

An extremely well-respected book that breaks down some of the ways in which we are easily influenced. Cialdini highlights some of the triggers of our 'primitive automaticity' and shows us some ways in which we are being influenced without even realising it. By reading and understanding these concepts, we can choose to use them for good, for evil, or as defence - we can use these to help people, we can use these to influence people in a way that would help ourselves, or we can notice when they're being used on us and be prepared for them! The six elements are: - Reciprocity - Commitments and Consistency - Social Proof - Liking - Authority - Scarcity Enjoy the ride!

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