14. Influence: The Psychology of Persuasion by Robert Cialdini

So far in the podcast, among other things, we've looked at the topic of motivation. In the last few episodes, we've also started to look at human irrationalities and their consequences. In this episode, we look at a topic that combines "why people do things" with human irrationality: persuasion.

Robert Cialdini spent most of his working life searching for the answer to one question: what is it that persuades people to do things that they wouldn't otherwise do? In this classic book, Cialdini summarises his findings over the length of his career as a psychologist.

He focuses on the six key "weapons" of influence, as well as a number of specific techniques that "compliance professionals" (salespeople, negotiators, and the like) use to get better results. In particular, he also explains how some of these methods have been used by educators to great effect. And in explaining these methods to us, he gives us an insight into how people's minds work, and a more detailed look at people's irrationalities. 

Enjoy the episode.