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Pre-Suasion: A Revolutionary Way to Influence and Persuade

Robert Cialdini



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Random House
15 June 2017
Psychology; Business negotiation; Sales & marketing; Popular psychology

When it comes to persuasion, success can begin before you say a word. In his global bestseller Influence, first published in 2007, Professor Robert Cialdini transformed the way we think about the craft of persuasion.

Now he offers revelatory new insights into the art of winning people over: it isn't just what we say or how we say it, but also what goes on in the moments before we speak. This is the world of Pre-suasion, where subtle turns of phrase, seemingly insignificant visual cues and apparently unimportant details of location can prime people to say "Yes" even before they are asked.

As Cialdini reveals, it's a world you too can master. If you understand the tools of pre-suasion, you will be better placed to win a debate, get support for an idea or cause, promote a campaign or even persuade yourself to do something you find difficult.

Drawing on the latest research and packed with fascinating case studies, Pre-Suasion is a masterclass in enhancing your powers of influence.

"Timeless and indispensable." - Amy Cuddy, author of Presence

"Utterly fascinating." - Adam Grant, author of Originals and Give and Take

"Shockingly insightful." - Chip Heath, co-author of Switch and Made to Stick

"Mind-blowing." - Management Today

"Accessible and intellectually rigorous." - Books of the Year, The Times

"Fascinating, fluent and original." - Tim Harford, author of The Undercover Economist Strikes Back
By:   Robert Cialdini
Imprint:   Random House
Country of Publication:   United Kingdom
Dimensions:   Height: 198mm,  Width: 129mm,  Spine: 27mm
Weight:   298g
ISBN:   9781847941435
ISBN 10:   1847941435
Pages:   432
Publication Date:   15 June 2017
Audience:   General/trade ,  College/higher education ,  Professional and scholarly ,  ELT Advanced ,  Primary
Format:   Paperback
Publisher's Status:   Active
* i: Acknowledgments* ii: Author's Note* Part 1: PRE-SUASION: THE FRONTLOADING OF ATTENTION**1: PRE-SUASION: An Introduction*2: Privileged Moments*3: The Importance of Attention ... Is Importance*4: What's Focal Is Casual*5: Commanders of Attention 1: The Attractors*6: Commanders of Attention 2: The Magnetizers* Part 2: PROCESSES: THE ROLE OF ASSOCIATION**7: The Primacy of Associations: I Link, Therefore I Think*8: Persuasive Georgraphies: All The Right Places, All the Right Traces*9: The Mechanics of Pre-Suasion: Causes, Constraints, and Correctives* Part 3: BEST PRACTICES: THE OPTIMIZATION OF PRE-SUASION**10: Six Main Roads to Change: Broad Boulevards as Smart Shortcuts*11: Unity 1: Being Together*12: Unity 2: Acting Together*13: Ethical Use: A Pre-Pre-Suasive Consideration*14: Post-Suasion: Aftereffects* iii: References* iv: Notes* v: Index

Robert Cialdini has spent his entire career researching the science of influence, earning him an international reputation as an expert in the fields of persuasion, compliance, and negotiation. Currently Dr Cialdini is Regents' Professor Emeritus of Psychology and Marketing at Arizona State University. In the field of influence and persuasion he is the most cited living social psychologist in the world today. According to Dan Pink's current bestseller, To Sell is Human, 'Cialdini has done more to advance the scholarship of persuasion than anyone in the world.' As well as his bestselling books, his ground-breaking research has been featured in the most prestigious of scientific journals as well as on TV, radio and in the business and national press throughout the world. An interview with him in the July-August 2013 issue of Harvard Business Review, titled 'The Uses (and Abuses) of Influence', calls him the 'leading social scientist in the field of influence.' The May 2014 issue of Inc. identifies him as one of the 'Top 50 Leadership and Management Experts in the World'. He lives in Phoenix, Arizona.

Reviews for Pre-Suasion: A Revolutionary Way to Influence and Persuade

A fascinating, fluent and original book from one of the giants of behavioural science. -- Tim Harford, author of The Undercover Economist Strikes Back It's a book that is guaranteed to be a bestseller among marketeers, but it should also be a must-read for any professional or consumer - in other words, all of us. -- David Halpern, CEO, the Behavioural Insights Team, author of Inside the Nudge Unit The great social psychologist Robert Cialdini has written another timeless and indispensable book about the psychology of influence. I'll be recommending it for years and years. -- Amy Cuddy, author of Presence An utterly fascinating read on how the most important drivers of persuasion aren't the words we choose in the moment, but how we set the stage beforehand. Robert Cialdini is the world's foremost expert on influence, and you will never look at it the same way again. -- Adam Grant, author of Originals and Give and Take No social psychologist's research has been used more often or successfully than that of Robert Cialdini, who literally wrote the book on influence. Now, he's done it again, showing us the power of the moment before an attempt to persuade. This is classic Cialdini - authoritative, original, and immediately practical. -- Richard H. Thaler, co-author of Nudge and author of Misbehaving Robert Cialdini's Influence is, by a wide margin, the book that I recommend most often. Pre-Suasion may be even more shockingly insightful. -- Chip Heath, co-author of Switch and Made to Stick Both accessible and intellectually rigorous -- Books of the Year The Times Cialdini is no foubt the godfather of persuasion, and I wouldn't be surprised if Pre-Suasion causes another revolution in the influence arena ... it is mind-blowing Management Today No stone is left unturned ... Cialdini builds a convincing and lushly written case People Management His trove of findings and case studies covers how our focal points determine who we see as influential Nature [Cialdini] argues that the content of an advertisement or selling strategy is less important than the context. You can try to improve your core pitch as much as you like, but if you haven't paid attention to background circumstances (such as the film people were watching at the time), you won't get anywhere. -- Matthew Syed The Times Cialdini, author of the best-selling Influence, returns with a book that points out how setting the scene for your audience - pre-suading them - is as important as the message itself. -- Best Books of 2016 Financial Times Cialdini collates an impressive array of studies suitable for academic and general readers. -- Books of the Year Times Higher Education Cialdini's classic work, Influence, added some real science to the art of sales and marketing. In this sequel, he extends his original work and reveals how the human mind works in buying situations. Essential stuff. -- Best Sales and Marketing Book of the Year Inc. Builds on [Cialdini's] pioneering text Influence, which was released in 1984 and sold three million copies worldwide ... Introduces the idea of timing to the ideas of Influence and pushes them into the digital age. Independent

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