The Psychology of Persuasion 5
 |
Description
Book Introduction
The fifth book in the internationally bestselling "The Psychology of Persuasion" series, which has garnered much interest and love from domestic readers, has been published.
Steve Martin, a world authority in the fields of persuasion and psychology and bestselling author of "The Psychology of Persuasion 3" and "The Psychology of Persuasion 4" with the "Godfather of Persuasion" Robert Cialdini, introduces seven persuasion techniques for office workers based on the latest scientific research in "The Psychology of Persuasion 5."
Weekly meetings, client meetings, salary negotiations, and even performance feedback.
Any working person faces moments of persuasion several times a day.
How can we persuade our superiors, colleagues, and subordinates to give us the answers and results we desire? People often mistakenly believe they can persuade others simply by presenting logically sound evidence or explaining the economic benefits.
But in today's competitive, fast-paced, and distracted world, persuasion isn't so simple.
This book humorously and wittily unravels the invisible rules of the workplace and delves into the age-old and essential art of persuasion.
It is easy to understand thanks to its rich examples, and it also presents specific methods, making it practical enough to be applied immediately to any job.
Persuasion is a key competency that determines the success or failure of a successful outcome.
Do you want to achieve greater results and shine brightly at work? With effective persuasion skills, even small ideas or easily forgotten messages can open people's minds and transform their behaviors with remarkable results.
This book will serve as an excellent guide for any professional who wants to exert influence in modern organizations.
Steve Martin, a world authority in the fields of persuasion and psychology and bestselling author of "The Psychology of Persuasion 3" and "The Psychology of Persuasion 4" with the "Godfather of Persuasion" Robert Cialdini, introduces seven persuasion techniques for office workers based on the latest scientific research in "The Psychology of Persuasion 5."
Weekly meetings, client meetings, salary negotiations, and even performance feedback.
Any working person faces moments of persuasion several times a day.
How can we persuade our superiors, colleagues, and subordinates to give us the answers and results we desire? People often mistakenly believe they can persuade others simply by presenting logically sound evidence or explaining the economic benefits.
But in today's competitive, fast-paced, and distracted world, persuasion isn't so simple.
This book humorously and wittily unravels the invisible rules of the workplace and delves into the age-old and essential art of persuasion.
It is easy to understand thanks to its rich examples, and it also presents specific methods, making it practical enough to be applied immediately to any job.
Persuasion is a key competency that determines the success or failure of a successful outcome.
Do you want to achieve greater results and shine brightly at work? With effective persuasion skills, even small ideas or easily forgotten messages can open people's minds and transform their behaviors with remarkable results.
This book will serve as an excellent guide for any professional who wants to exert influence in modern organizations.
- You can preview some of the book's contents.
Preview
index
Praise for this book
A Comprehensive Guide for Anyone Who Wants to Make an Impact
prolog
PART 1 INFLUENCE: WHAT IS INFLUENCE AND WHY IS IT IMPORTANT?
Chapter 1 My Influence at Work
Influence Test | 10 Influence Test Questions | Scorecard
Chapter 2: The History of Influence
Diverse Perspectives on Influence | From Art to Science, From Darkness to Light | A Concept Both Strange and Familiar
Chapter 3: Influence: Meaning, Misconceptions, and Motivations
What is influence? | Myths and misconceptions 1 | Myths and misconceptions 2
Myths and Misconceptions 3 | The Three Core Motivations That Drive People | The Influence Equation
PART 2: The Influence Equation: How to Build a Persuasion Strategy Using Three Variables
Chapter 4: Using Evidence to Influence
What is Evidence? | Framing | What Comes First Is Usually Most Important
Messenger | Competence | Similarity | Trust | The Rule of Three
Chapter 5: Exercising Influence Through Economic Incentives
What are incentives? | Frequency and timing | Breaking large incentives into smaller payments
Coins in front of you, or bills in the distant future? | Profit and loss | Change is loss.
The Importance of Ownership | The Importance of Incentive Alignment | Unintended Consequences
Chapter 6: Using Emotions to Influence
Emotions are fast and automatic | Emotions are data | They read and lead the mood.
Choose the emotion that best suits your purpose: anger | disgust | empathy | awe
Leverage tools to convey emotion | Add anecdotes to build credibility | The power of metaphors to facilitate quick understanding
PART 3: The Psychology of Persuasion for Office Workers
Chapter 7 Principles of Persuasion
Relationship-based persuasion tasks | Decision-based persuasion tasks | Behavior-based persuasion tasks
Chapter 8: Practicing Influence
Chapter 9: Exercising Ethical Influence in the Workplace
Principles Organizations Must Adhere to | Checklist for Individuals
Epilogue
How do you know if you have influence? | How can you grow your influence?
Step 1: Set a Goal | Step 2: Think | Step 3: Adjust
Acknowledgements
References
A Comprehensive Guide for Anyone Who Wants to Make an Impact
prolog
PART 1 INFLUENCE: WHAT IS INFLUENCE AND WHY IS IT IMPORTANT?
Chapter 1 My Influence at Work
Influence Test | 10 Influence Test Questions | Scorecard
Chapter 2: The History of Influence
Diverse Perspectives on Influence | From Art to Science, From Darkness to Light | A Concept Both Strange and Familiar
Chapter 3: Influence: Meaning, Misconceptions, and Motivations
What is influence? | Myths and misconceptions 1 | Myths and misconceptions 2
Myths and Misconceptions 3 | The Three Core Motivations That Drive People | The Influence Equation
PART 2: The Influence Equation: How to Build a Persuasion Strategy Using Three Variables
Chapter 4: Using Evidence to Influence
What is Evidence? | Framing | What Comes First Is Usually Most Important
Messenger | Competence | Similarity | Trust | The Rule of Three
Chapter 5: Exercising Influence Through Economic Incentives
What are incentives? | Frequency and timing | Breaking large incentives into smaller payments
Coins in front of you, or bills in the distant future? | Profit and loss | Change is loss.
The Importance of Ownership | The Importance of Incentive Alignment | Unintended Consequences
Chapter 6: Using Emotions to Influence
Emotions are fast and automatic | Emotions are data | They read and lead the mood.
Choose the emotion that best suits your purpose: anger | disgust | empathy | awe
Leverage tools to convey emotion | Add anecdotes to build credibility | The power of metaphors to facilitate quick understanding
PART 3: The Psychology of Persuasion for Office Workers
Chapter 7 Principles of Persuasion
Relationship-based persuasion tasks | Decision-based persuasion tasks | Behavior-based persuasion tasks
Chapter 8: Practicing Influence
Chapter 9: Exercising Ethical Influence in the Workplace
Principles Organizations Must Adhere to | Checklist for Individuals
Epilogue
How do you know if you have influence? | How can you grow your influence?
Step 1: Set a Goal | Step 2: Think | Step 3: Adjust
Acknowledgements
References
Detailed image
Into the book
Influence is a kind of 'secret sauce' that no one knows about.
Without influence, it is difficult to make progress or create change.
Influence can transform everyday ideas or easily forgotten messages into compelling ones, opening doors to closed minds, turning skeptics into supporters, and transforming simple intentions into tangible actions.
--- p.
30, from “PART 1 INFLUENCE: WHAT IS INFLUENCE AND WHY IS IT IMPORTANT?”
At the heart of any successful influence strategy lies one or more of three fundamental motivations:
Skilled persuaders know this well and ask themselves several questions when developing their influence strategies.
Will my suggestion seem right to the other person? Will it help them form and maintain positive relationships with those around them? Will it boost their self-esteem and help them see themselves in a positive light?
--- p.79, from “Chapter 3 Influence: Meaning, Misunderstanding, and Motivation”
In reality, it is often not the evidence itself that influences the outcome, but rather how the evidence is presented.
Presenting evidence along with comparisons is a key strategy for increasing the persuasiveness of an argument.
And we need to think carefully not only about the message, but also about who will deliver it.
Finally, you must also consider how much information you will present.
--- p.122, from “Chapter 4: Exercising Influence Using Evidence”
Incentives are understandable, (usually) easy to implement, and universally attractive.
However, whether incentives are presented as gains or losses is just as important as when and how often they are offered.
A sense of ownership is also a key factor.
Incentives must be carefully coordinated, especially in projects where responsibility is shared.
--- p.153, from “Chapter 5: Exercising Influence Using Economic Incentives”
While the obvious exclusion of emotions from influence strategies is important, human emotions that convey a gentle and soft feeling are also important.
(…) Whether you are trying to persuade just one person, the entire office, or the entire world, there is one thing you must never forget.
The way we persuade others must always be humane.
--- p.181-182, from “Chapter 6: Influence through Emotions”
Each tool has a specific use.
So, while you could use a screwdriver and hammer to make a hole in a wall, it's usually much more efficient to use a drill.
This analogy also applies to the principles of persuasion.
Some principles are better suited to specific persuasive tasks and are more effective in certain contexts.
--- p.190, from “Chapter 7 Principles of Persuasion”
If work is ultimately about producing results, then influence is the primary means of making that possible.
And influence, when used effectively and ethically, is a kind of superpower that can capture people's attention, persuade the skeptical, and move the reluctant to change.
--- p.276-277, from “Chapter 9: Exercising Ethical Influence in the Workplace”
Anyone can become more influential at work by applying the Influence Equation.
Just as the three primary colors red, yellow, and blue can be combined in various proportions to create countless colors, the influence equation helps us design a variety of effectively tailored influence strategies by appropriately combining evidence, economic incentives, and emotions to suit the situation.
Without influence, it is difficult to make progress or create change.
Influence can transform everyday ideas or easily forgotten messages into compelling ones, opening doors to closed minds, turning skeptics into supporters, and transforming simple intentions into tangible actions.
--- p.
30, from “PART 1 INFLUENCE: WHAT IS INFLUENCE AND WHY IS IT IMPORTANT?”
At the heart of any successful influence strategy lies one or more of three fundamental motivations:
Skilled persuaders know this well and ask themselves several questions when developing their influence strategies.
Will my suggestion seem right to the other person? Will it help them form and maintain positive relationships with those around them? Will it boost their self-esteem and help them see themselves in a positive light?
--- p.79, from “Chapter 3 Influence: Meaning, Misunderstanding, and Motivation”
In reality, it is often not the evidence itself that influences the outcome, but rather how the evidence is presented.
Presenting evidence along with comparisons is a key strategy for increasing the persuasiveness of an argument.
And we need to think carefully not only about the message, but also about who will deliver it.
Finally, you must also consider how much information you will present.
--- p.122, from “Chapter 4: Exercising Influence Using Evidence”
Incentives are understandable, (usually) easy to implement, and universally attractive.
However, whether incentives are presented as gains or losses is just as important as when and how often they are offered.
A sense of ownership is also a key factor.
Incentives must be carefully coordinated, especially in projects where responsibility is shared.
--- p.153, from “Chapter 5: Exercising Influence Using Economic Incentives”
While the obvious exclusion of emotions from influence strategies is important, human emotions that convey a gentle and soft feeling are also important.
(…) Whether you are trying to persuade just one person, the entire office, or the entire world, there is one thing you must never forget.
The way we persuade others must always be humane.
--- p.181-182, from “Chapter 6: Influence through Emotions”
Each tool has a specific use.
So, while you could use a screwdriver and hammer to make a hole in a wall, it's usually much more efficient to use a drill.
This analogy also applies to the principles of persuasion.
Some principles are better suited to specific persuasive tasks and are more effective in certain contexts.
--- p.190, from “Chapter 7 Principles of Persuasion”
If work is ultimately about producing results, then influence is the primary means of making that possible.
And influence, when used effectively and ethically, is a kind of superpower that can capture people's attention, persuade the skeptical, and move the reluctant to change.
--- p.276-277, from “Chapter 9: Exercising Ethical Influence in the Workplace”
Anyone can become more influential at work by applying the Influence Equation.
Just as the three primary colors red, yellow, and blue can be combined in various proportions to create countless colors, the influence equation helps us design a variety of effectively tailored influence strategies by appropriately combining evidence, economic incentives, and emotions to suit the situation.
--- p.278, from "Epilogue"
Publisher's Review
★ The latest work from the author of the "Psychology of Persuasion" series, which has sold 7 million copies worldwide ★
★ Dr. Robert Cialdini, the master of persuasion, strongly recommends CEO Hwang Seong-hyeon, a mentor to office workers ★
“99% of corporate life is persuasion!”
Steve Martin, a world authority on persuasion
A comprehensive guide for office workers who struggle with persuasion every day.
Steve Martin, author of the global bestseller "The Psychology of Persuasion" series and a world authority on persuasion and psychology, introduces seven persuasion techniques that every working person must know.
Weekly meetings, client meetings, salary negotiations, and even performance feedback.
We face countless moments of persuasion every day at work.
In today's rapidly changing world, persuasion is becoming increasingly important.
Compared to the past, the workplace has become more horizontal, and remote work and transnational collaboration have become the norm.
Coercive instructions based on the authority of superiors are no longer effective, and flattery and sycophancy are no longer welcome.
Do you want to achieve greater success and growth at work? Do you want to resolve conflicts effectively and demonstrate leadership? This book, based on the latest scientific research and case studies, provides the most effective persuasion techniques for professionals who face persuasion moments several times a day, in an easy-to-understand and engaging way.
Persuasion is not intuition, it's science!
Everything You Need to Know About Persuasion to Achieve Your Goals
"I've prepared my materials thoroughly and have sufficient evidence, so why can't I get the answer I want?" Everyone has likely experienced diligent preparation but not getting the results they expected.
We often believe that we can easily persuade others by simply presenting logically sound evidence or explaining the economic benefits.
But persuasion isn't that simple.
Because ‘having content that is faithful’ and ‘communicating that content well’ are completely different.
To be effective at persuasion, you must first correct three misconceptions about persuasion.
First, it is not possible to convince someone by providing information.
Modern people live in an age of information overload, where concentration is easily distracted.
What matters is not the information itself, but how it is presented.
Second, changing your thoughts does not change your actions.
Thoughts and actions are far more often inconsistent.
If you want to get the results you want, it's better to induce real behavioral changes than to try to change your thoughts.
Third, people don't know why they are persuaded.
People often embellish their answers by embellishing the reasons why they were persuaded.
The key is to identify the three fundamental motivations that drive people to make decisions, act, and change.
People all want to make the right choices in a complex and uncertain world (accuracy motivation) and want to do the right thing for others and build bonds (connection motivation).
Additionally, they feel positive about themselves and try to make choices that satisfy them (self-motivation).
When we approach others with these three motivations in mind, we can more easily get the results we want from them.
7 Principles of Persuasion That Will Change the World of Work
The art of moving the hearts of superiors, colleagues, and subordinates to achieve desired results
If applicants could decide the order of their job interviews, would it be more beneficial to interview them first or last? How can I persuade a colleague I genuinely dislike to move in my direction? Is there a way to engage colleagues more actively in projects? Can I present new employees to partner companies more professionally? The "7 Principles of Persuasion" offer clear answers to many of the concerns we face in the workplace.
After decades of research, Robert Cialdini, the master of persuasion, identified seven principles of persuasion: reciprocity, liking, solidarity, authority, social proof, consistency, and scarcity.
This book introduces practical methods for applying persuasion principles in situations where persuasion is needed and for different purposes in the workplace.
For example, the reciprocity principle states that people feel obligated to repay gifts or favors received first.
You'll get the results you want more easily if you do something the other person appreciates first, and then schedule a meeting or request necessary resources immediately after they express their gratitude.
If work is about creating results and accomplishments, then persuasion is the best strategy to make that happen.
If you can use the 'weapon' of persuasion appropriately and in the right place, anyone can win people's hearts and more easily obtain the answers and results they want.
Do you want to experience dazzling changes and achieve remarkable results in your work life? Now is the time to internalize the seven principles of persuasion revealed in this book.
By correcting misconceptions about persuasion through this book, understanding its essence, and internalizing the art of persuasion, you will be able to seize more opportunities and achieve greater success.
Behold the power of persuasion to bring about magical change!
★ Dr. Robert Cialdini, the master of persuasion, strongly recommends CEO Hwang Seong-hyeon, a mentor to office workers ★
“99% of corporate life is persuasion!”
Steve Martin, a world authority on persuasion
A comprehensive guide for office workers who struggle with persuasion every day.
Steve Martin, author of the global bestseller "The Psychology of Persuasion" series and a world authority on persuasion and psychology, introduces seven persuasion techniques that every working person must know.
Weekly meetings, client meetings, salary negotiations, and even performance feedback.
We face countless moments of persuasion every day at work.
In today's rapidly changing world, persuasion is becoming increasingly important.
Compared to the past, the workplace has become more horizontal, and remote work and transnational collaboration have become the norm.
Coercive instructions based on the authority of superiors are no longer effective, and flattery and sycophancy are no longer welcome.
Do you want to achieve greater success and growth at work? Do you want to resolve conflicts effectively and demonstrate leadership? This book, based on the latest scientific research and case studies, provides the most effective persuasion techniques for professionals who face persuasion moments several times a day, in an easy-to-understand and engaging way.
Persuasion is not intuition, it's science!
Everything You Need to Know About Persuasion to Achieve Your Goals
"I've prepared my materials thoroughly and have sufficient evidence, so why can't I get the answer I want?" Everyone has likely experienced diligent preparation but not getting the results they expected.
We often believe that we can easily persuade others by simply presenting logically sound evidence or explaining the economic benefits.
But persuasion isn't that simple.
Because ‘having content that is faithful’ and ‘communicating that content well’ are completely different.
To be effective at persuasion, you must first correct three misconceptions about persuasion.
First, it is not possible to convince someone by providing information.
Modern people live in an age of information overload, where concentration is easily distracted.
What matters is not the information itself, but how it is presented.
Second, changing your thoughts does not change your actions.
Thoughts and actions are far more often inconsistent.
If you want to get the results you want, it's better to induce real behavioral changes than to try to change your thoughts.
Third, people don't know why they are persuaded.
People often embellish their answers by embellishing the reasons why they were persuaded.
The key is to identify the three fundamental motivations that drive people to make decisions, act, and change.
People all want to make the right choices in a complex and uncertain world (accuracy motivation) and want to do the right thing for others and build bonds (connection motivation).
Additionally, they feel positive about themselves and try to make choices that satisfy them (self-motivation).
When we approach others with these three motivations in mind, we can more easily get the results we want from them.
7 Principles of Persuasion That Will Change the World of Work
The art of moving the hearts of superiors, colleagues, and subordinates to achieve desired results
If applicants could decide the order of their job interviews, would it be more beneficial to interview them first or last? How can I persuade a colleague I genuinely dislike to move in my direction? Is there a way to engage colleagues more actively in projects? Can I present new employees to partner companies more professionally? The "7 Principles of Persuasion" offer clear answers to many of the concerns we face in the workplace.
After decades of research, Robert Cialdini, the master of persuasion, identified seven principles of persuasion: reciprocity, liking, solidarity, authority, social proof, consistency, and scarcity.
This book introduces practical methods for applying persuasion principles in situations where persuasion is needed and for different purposes in the workplace.
For example, the reciprocity principle states that people feel obligated to repay gifts or favors received first.
You'll get the results you want more easily if you do something the other person appreciates first, and then schedule a meeting or request necessary resources immediately after they express their gratitude.
If work is about creating results and accomplishments, then persuasion is the best strategy to make that happen.
If you can use the 'weapon' of persuasion appropriately and in the right place, anyone can win people's hearts and more easily obtain the answers and results they want.
Do you want to experience dazzling changes and achieve remarkable results in your work life? Now is the time to internalize the seven principles of persuasion revealed in this book.
By correcting misconceptions about persuasion through this book, understanding its essence, and internalizing the art of persuasion, you will be able to seize more opportunities and achieve greater success.
Behold the power of persuasion to bring about magical change!
GOODS SPECIFICS
- Date of issue: October 31, 2025
- Page count, weight, size: 300 pages | 148*210*20mm
- ISBN13: 9791173575488
- ISBN10: 1173575480
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