Influence, New and Expanded UK: The Psychology of Persuas...

Introduction

Influence, New and Expanded UK: The Psychology of Persuasion by Robert B. Cialdini, PhD, is a classic and essential resource for anyone interested in the science of influence and persuasion. Cialdini, a renowned psychologist and researcher, explores why people say yes and how to apply these insights ethically in business and everyday life. The new and expanded edition includes updated research, new examples, and practical applications for digital businesses. It is available on Kindle and Audible for flexible reading or listening.

What to Expect

Published in May 2021, this edition is fully updated and highly relevant. The book is 592 pages, making it a reference-length read. It is written in a narrative style, blending scientific research with memorable stories and real-world examples. The tone is accessible and engaging, making complex psychological concepts easy to understand. The content is best suited for intermediate readers, marketers, and business professionals who want to master the principles of persuasion.

Key Lessons

The six principles of influence: Cialdini explains reciprocity, commitment and consistency, social proof, authority, liking, and scarcity, showing how each can be used to ethically persuade and motivate action.
The unity principle: The new edition introduces a seventh principle, unity, which explores how shared identity and belonging can drive decision-making.
Defending against manipulation: The book teaches readers how to recognize and defend against unethical influence tactics, making it valuable for both marketers and consumers.
Practical applications: Cialdini provides actionable advice for applying these principles in digital marketing, sales, negotiation, and everyday interactions.

Who Should Read This

Influence, New and Expanded UK is ideal for marketers, business owners, sales professionals, and anyone interested in understanding or applying the psychology of persuasion. It is especially useful for those who want to improve their ability to influence ethically and defend against manipulation in both business and personal contexts.

Comparison

Compared to other books on persuasion, this title is widely regarded as the definitive guide, with decades of research and practical examples. If you’ve read books like Pre-Suasion or Made to Stick, this is the foundational resource you should not miss.

Final Thoughts

Influence, New and Expanded UK is a must-read for anyone serious about mastering the art and science of persuasion. The updated edition makes it even more relevant for today’s digital and business environments.

Kindle Highlights

“People say yes to those they know and like.”
“The truly gifted negotiator is the one who can create win-win outcomes.”
“Shared identity is a powerful motivator for action.”
“Understanding the principles of influence helps you defend against manipulation.”