Other people often influence our behavior, whether we know it or not. But have you ever wondered how this happens?

I read Influence: Science and Practice by Robert Cialdini in a consumer behavior course and could not put it down. The author originally wrote this book in 1984, but his updated research ensures the book is still relevant today.

Cialdini covers the 6 Principles of Influence and explains in detail how people use those principles to persuade others. But I particularly enjoyed the defense tactics at the end of each chapter, which describe how to arm yourself against undue persuasion.

Influence provides valuable insights into the psychology of human nature and how we are unknowingly influenced by others.

In both my personal and professional life, I now notice how these principles play a huge role. I found it shocking just how susceptible we all are to the emotional manipulation of social norms. You can read this book multiple times and find a new “Aha” moment each time. I definitely recommend this quick, easy read to help you understand how to protect yourself against the art and science of persuasion –or how to use it to your advantage.

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