Pre-suasion: a revolutionary way to influence and persuade

摘要

Robert Cialdini has published sequel of his legendary best seller 'Influence' (published in 1984) named 'Pre-suasion: A Revolutionary Way to Influence and Persuade'. Cialdini is among renowned social psychologist whose research has voyaged beyond the disciplinary boundaries and known to all. Six classical principles of persuasion proposed by Cialdini is integral part of social psychology and consumer behaviour curriculum across the world. These six principles; reciprocity, social proof, liking, consistency, authority, and scarcity are rated exceptionally high on its applicability index. Nearly after 30 years, Cialdini came up with another revolutionary idea to change the way we persuade. 'Pre-suasion' presents fresh breeze of research, practices, and insights for influencing others. As the name suggest, 'Pre-suasion' analyses what happens before we start the process of persuasion. The book presents combination of recent social cognitive and neuroscientific research with practical examples of marketing. This book is an upright read for academician, researchers, and practitioners specifically in the area of marketing and advertising. It also serves an expedient read for all who need to persuade anyone, ranging from leaders, employees to spouse and parents. Cialdini is famous for his excellent story telling style of writing, his witty nature, and the magical flow of the theory. The daily life examples make this book a must read for all who needs to learn how we can persuade and how people persuade us.