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
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
A revelatory exploration of the science of persuasion, from the author of the international bestseller, Influence.
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.
"An essential tool for anyone serious about science based business
strategies. Pre-Suasion is well worth the long wait, and is
destined to be an instant classic. The book belongs on the shelf of
anyone in business, from the CEO to the newest salesperson."
*Forbes*
"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*
"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*
"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*
"Cialdini collates an impressive array of studies suitable for
academic and general readers."
*Times Higher Education*
"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"
*The Times*
"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."
*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."
*Financial Times*
"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."
*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*
"Pre-Suasion is packed with new research, tactics and insights . .
. An instant classic."
*Entrepreneur*
"Exhaustively reviews the research not on how to influence others
but on how to make people ready to be influenced . . .
Compelling."
*Wall Street Journal*
"Robert Cialdini is perhaps the foremost expert on effective
persuasion . . . The book provides a vast catalogue of research and
techniques, many of them marketing related."
*Harvard Business Review*
"[Both a] work of cutting-edge scholarship and an insightful guide
to the strange working of the human mind, Pre-Suasion packs a good
punch for business leaders who want to understand their
customers."
*Belfast Book Review*
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