PART 1 Weapons of Persuasion

Press it and it works
Shortcuts to decision-making
People who take unfair advantage
Jiu-Jitsu techniques

PART 2 The Principle of Reciprocity

How Reciprocity Works
The Overwhelming Power of Reciprocity | Politicians' Delusions or Cover-ups | There Are No Free Samples | Personalization Through Customer Customization | Unwanted Favors Must Be Repaid | The Principle of Reciprocity Leads to Unfair Exchanges
mutual concessions
The "Reject and Concede" Strategy | The Mystery of the Watergate Scandal | The Effects and Side Effects of the "Reject and Concede" Strategy | Long-Term Blood Donation Commitment | The Pleasant Side Effects
Self-defense strategies in response to the principle of reciprocity
Distinguish between favors and persuasive tactics | Understand your opponent's true nature.

PART 3 The Principle of Liking

Goodwill for profit
If you want to persuade, be a friend.
Reasons to like someone
Physical attractiveness | Similarity | Compliments | Repeated contact and cooperation | Conditioning and association | Positive relationships are flaunted, negative relationships are concealed
Self-defense strategies in response to the principle of liking

PART 4: THE SOCIAL PROOF PRINCIPLE

The more popular you are, the more popular you become.
95% of Followers | Failed Prophecies, and What Happened Afterward
Optimal conditions for social proof
Uncertainty: When in doubt, look around for answers | A scientific approach | How to eliminate uncertainty | Large numbers: Why the wind-catching business thrives | Why 'large numbers' work | Similarity: Peer persuasion | The Werther effect in suicide reporting | The principle of social proof in isolated groups
The side effects of setting incorrect goals
Social proof of the future
Self-defense strategies that respond to the principle of social proof
Block misinformation | Stop for a moment and look around.

PART 5 AUTHORITY PRINCIPLE

The power of authority
The Allure and Perils of Blind Obedience
Implications over content
Title | Attire | Decoration
Trustworthy authority
Expertise | Reliability
Self-defense strategies in response to the principle of authority
Focus on your true qualifications | Beware of the insidious truth

PART 6 The Scarcity Principle

Shortage is the best, loss is the worst
Limited sale | Limited time
Psychological backlash against infringements on freedom
The Psychological Backlash of the Ugly Two-Year-Old and the Teenager | Rationalizing Desire | The Effects and Reactions of Censorship | Effective Ways to Reduce Backlash
Optimal conditions for the scarcity principle
When what you have is taken away, you feel a greater sense of deprivation | Foolish competition over scarce resources | A differentiation strategy that shows off your uniqueness
Self-defense strategies in response to the scarcity principle

PART 7 Consistency Principle

desire for consistency
Convenient, no-brainer choice | The fortress of self-deception | The toy company's clever marketing strategy
The key to consistency is establishing a position.
The "One-Step-In" Strategy | The Necessities of Effective Position-Making | The Magic of Documentation | Expressing Your Position Publicly | The Effects of the Effortless Position-Making | Voluntary Choice and Inner Responsibility | The "Low-Catch" Strategy
Desirable Uses of the 'Low Ball' Strategy
Sending a signal for consistency
Self-defense strategies in response to the principle of consistency
Respond to the uncomfortable feeling in your stomach | Catch the feeling deep inside | People who are vulnerable to the principle of consistency

PART 8: THE PRINCIPLE OF SOLIDARITY

The relationship called 'us'
The Impact of Solidarity on Business | Solidarity Is More Powerful Than Truth | Team Victory Is My Victory | Solidarity and Relationships
Feeling like you belong to the same group
kinship | place
Acting together
From Similarity to Liking | The Self-Sacrifice of Shared Experience | In the Beginning, There Was Music | Logical Approach vs.
Emotional Approach | Repeated Reciprocity | Suffering Together | Co-creation | Asking for Advice Is the Best Advice
Solidarity for greater unity
Actions for a 'Greater Us'
Self-defense strategies that respond to the principle of solidarity

PART 9 Persuade in an Instant

primitive automatic judgment
Modern automatic judgment
Long live the shortcut to decision-making.

Acknowledgements
main
References

With over 5 million copies sold worldwide, the international bestseller "The Psychology of Persuasion"
A completely revised edition commemorating the 20th anniversary has been published!

Robert Cialdini, known worldwide as the 'godfather of persuasion,' has returned to readers with a revised and expanded edition of his book, 'The Psychology of Persuasion.'
This popular work has sold over 5 million copies worldwide over the past 37 years since its first publication, and has been translated into 44 languages, continuing to be loved by readers around the world.

Research on persuasion has changed completely since the publication of The Psychology of Persuasion.
As the keyword "persuasion" has gained significant attention worldwide, research data and psychological approaches have become broader and more diverse.
Furthermore, new business fields have emerged due to popular culture and technological advancements, persuasive strategies have also advanced rapidly, and cross-cultural social research targeting various cultures has become active.
How are people applying the principles of persuasion in this changing environment? How do they respond to unfair and unjust situations? Is there a way to utilize the weapon of persuasion more effectively? The answers to these questions will not only help you get what you want, but ultimately, they will provide clues to how to captivate others.

In this revised and expanded edition, the order of the principles has been rearranged to allow for the appropriate use of the principles in the appropriate place according to the persuasive motive, thereby enhancing their completeness.
It has been reconstructed based on past research and the desired purpose of persuasion.
When building positive relationships between people is important, the principles of reciprocity, liking, and solidarity are applied; when reducing uncertainty, the principles of social proof and authority are applied; and when stimulating behavior, the principles of consistency and scarcity are applied. These principles are rearranged into a suitable configuration to identify the most effective persuasive tools.


In addition to updating the "Reader Letters" sent directly by readers, the book also includes articles reporting on the role of persuasion in everyday human interactions, encompassing not only research conducted in the laboratory but also the workings of persuasion in everyday life.
Looking at the aspects, we can see how easily we are persuaded by someone in our daily lives, how we are fooled in absurd ways, and how we end up with bad results.

Finally, the most noteworthy aspect of this revised and expanded edition is the addition of 'solidarity,' a universal principle of social persuasion.
Most masters of persuasion build a solid foundation within the relationship of "us."
This is because we tend to say 'yes' more easily to people we perceive as belonging to the same group.
Simply put, 'we' can be defined as a relationship in which we share ourselves.
This includes solidarity between racial, ethnic, national, family, political and religious groups, and even as small as fans of a favorite sports team.
A newly added chapter explores the elements of solidarity that create a sense of "we" in an increasingly individualized and fragmented society, and examines closely how persuasion operates and how it leads to errors in relationships.
"The Psychology of Persuasion," now back with a new, more robust content and structure, will satisfy both existing and new readers.


Why do we easily agree and then regret it later?
To get what you want, you have to capture the other person's heart first!

The power of persuasion to ensure things go smoothly in your desired direction without being taken advantage of by others.
A book that demonstrates the active participation and support of readers, as well as the author's passion for research on persuasive psychology.

The book was inspired by social psychologist Robert Cialdini's own experience of subscribing to unexpected magazines and buying outrageously expensive clothes, only to regret it later.
The many vivid examples in this book are also related to his diverse background.
He even ventured out of the experimental lab at his university and into the world of persuasion professionals—salespeople, fundraisers, advertisers—whose livelihoods depend on their ability to persuade people.
Because he knew better than anyone else how people who couldn't elicit positive responses from others were bound to fall behind, and how persuasion experts persuaded others.

This book is structured around seven principles of persuasion.
We explore the function these principles play in society and how masters of persuasion skillfully apply them to wield immense power when asking others for purchases, donations, permission, votes, and agreements.
We also examine how each principle relates to the ability of people to reliably and automatically obtain their obedience—that is, to say "yes" before they even think deeply about something.

People live their lives meeting countless people.
A person's life begins, is completed, and ends in relationships with family, friends, and coworkers.
There are meetings without any purpose, and there are also meetings that are held to achieve some purpose.
In the competitive business world, if you want to meet someone and negotiate to get what you want, you shouldn't easily give in to their demands.
Masters of persuasion employ thousands of techniques to elicit a "yes" response from their audience.
All of these techniques fall within the seven principles mentioned in this book.
By simply mastering the principles of persuasion discussed in this book, you can achieve your goals by speaking and acting wisely and intelligently in your work life or during important negotiations.