• Tejashwi Sharan

Summary: Influence, The Psychology of Persuasion

Updated: Sep 3, 2021

Although there are thousands of different strategies that compliance practitioners employ to produce an influential "Yes", the majority fall within six basic categories.

Each of these categories is governed by a fundamental psychological principle that directs human behavior and, in so doing, gives the tactics their power. The book is organized around these six principles, one to a chapter.

The book is from a marketing and advertising perspective where the author discusses principles to influence the customers. These principles have been used by enterprises to persuade customers. It can not only optimize your professional acumen but also enhance your personal life.

The six principles of Influence are:

1. Reciprocity

2. Consistency

3. Social Proof

4. Liking

5. Authority

6. Scarcity

These psychological traits can be captured from everyday day life.

For instance, the Authority Principle:

We try to avoid complex thinking and quickly believe in the statements of our elders or more experienced person. Marketing people understand this fact therefore, for fitness or nutrition products promotions, they hire sports person.

Another interesting factor of influence is Reciprocity.

If someone does a favor, there is a sense of obligation to the other person and he/she tries to remove it. The freebies given to customers are in coherence to this fact. The customer feels to purchase or subscribe to the product in return for the obligation. There will be a number of people who may not convert. But this process will open the opportunity for sales and word of mouth.

Liking plays important role in persuasion.

If we like someone, we tend to be influenced by his/her actions. For instance, actors have huge fan followings. Their advertisement campaigns draw sales. Scarcity influences people to run after it.

Finally, each principle is examined as to its ability to produce a distinct kind of automatic, mindless compliance from people, that is, a willingness to say yes without thinking first.


INFLUENCE, The Psychology of Persuasion

This is my fourth book towards understanding Persuasion. It is commendable work to understand influence from a marketing point of view. The tone of the author is descriptive which is supported with examples from business and personal life. The examples are like 2-3 pages story. It helped me visualize the situation. The reader may sometimes struggle to comprehend the metaphorical examples, but, it is not an impossible task.

Many times I felt, this book is parallel to another psychological masterpiece Thinking Fast and Slow. It is more comprehensive towards understanding how the mind works towards processing and making decisions.

I am a marketing student and believe this is a vital topic to be included in our curriculum.

To sum up, this is a great read for initial or advanced students who want to understand the psychology of persuasion.

If you like this book review, don't forget to check out my book review on Thinking Fast and slow on my website.


Six Sigma Green Belt

Business Operations Specialist

An avid reader

& a passionate writer

Message from the Editor:

We thank Tejashwi for this beautifully articulated book review, educating our readers about how this book emphasizes the points of communication. His book reviews blog site is filled with informative blogs helping readers around the world to select the best book to invest their time in. Do check out his work.

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