Pre-suasion

Pre-suasion

A Revolutionary Way to Influence and Persuade

Book - 2016
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*NEW YORK TIMES and WALL STREET JOURNAL BESTSELLER
* Financial Times Best Business Books of 2016
*Inc.com's Best Sales and Marketing Book of 2016

The author of the legendary bestseller Influence , social psychologist Robert Cialdini shines a light on effective persuasion and reveals that the secret doesn't lie in the message itself, but in the key moment before that message is delivered.

What separates effective communicators from truly successful persuaders? Using the same combination of rigorous scientific research and accessibility that made his Influence an iconic bestseller, Robert Cialdini explains how to capitalize on the essential window of time before you deliver an important message. This "privileged moment for change" prepares people to be receptive to a message before they experience it. Optimal persuasion is achieved only through optimal pre -suasion. In other words, to change "minds" a pre-suader must also change "states of mind."

His first solo work in over thirty years, Cialdini's Pre-Suasion draws on his extensive experience as the most cited social psychologist of our time and explains the techniques a person should implement to become a master persuader. Altering a listener's attitudes, beliefs, or experiences isn't necessary, says Cialdini--all that's required is for a communicator to redirect the audience's focus of attention before a relevant action.

From studies on advertising imagery to treating opiate addiction, from the annual letters of Berkshire Hathaway to the annals of history, Cialdini draws on an array of studies and narratives to outline the specific techniques you can use on online marketing campaigns and even effective wartime propaganda. He illustrates how the artful diversion of attention leads to successful pre-suasion and gets your targeted audience primed and ready to say, "Yes."
Publisher: New York : Simon & Schuster, 2016.
ISBN: 9781501109799
Branch Call Number: 153.852 Cia
Characteristics: xiii, 413 pages : illustrations ; 24 cm
Alternative Title: Presuasion

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nrizkalla
Apr 05, 2017

This book is about the psychological factors that prime you to be persuaded by something or someone. Often those factors are not working on the conscious level and therefore we are not aware about it.

The book has very good ideas and is building on the behavioral economists basic assumptions that we don't make rational decisions but decisions influenced by various mental bias. Consequently you easily can figure that the author is trying to explain his previous theory on persuasion published in the eighties, with the new fashionable concepts of behavioral economy.

The book also discusses interesting concepts like "agenda setting theory" which explains the influence media has on us by selecting the issues for coverage- something, I would say, acutely felt in Canada!

Although not a very smooth book to read, especially if you try to follow the lengthy notes, but still worth the time.

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davidyap
Feb 09, 2017

I was disappointed in the book. It may be because I read Influence years ago. That book to me is a classic and very informative. This second one is about how we are prone to making decisions not on rational thought, but if we are primed by situation, words, emotions and how that can greatly influence our instant decision making. Most of the time we are not even aware of this phenomenon. Salespeople, at times use this technique along with others in the Influence book(reciprocity, liking, authority, scarcity, social proof, consistency) to persuade us into doing something that we may not. By being conscious of these techniques we can try to counter our own biases by at least pausing, taking the time to think things through and attmepting to derive a rational decision. Interesting book...but would much rather read Influence again over this one.

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