All chapters conclude with “Summary” and “Study Questions.” Preface. Introduction. 1.Weapons of Influence. Click, Whirr. Betting the Shortcut Odd. The Profiteers. Jujitsu. Reader's Report. 2.Reciprocation: The Old Give and Take … and Take. How the Rule Works. Reciprocal Concessions. Rejection-Then-Retreat. Defense. Reader's Report. 3.Commitment and Consistency: Hobgoblins of the Mind. Whirring Along. Commitment Is the Key. Defense. Reader's Report. 4.Social Proof: Truths Are Us. The Principle of Social Proof. Cause of Death: Uncertain(ty). Monkey Me, Monkey Do. Defense. Reader's Report. 5.Liking: The Friendly Thief. Making Friends to Influence People. Why Do I Like You? Let Me List the Reasons. Conditioning and Association. Defense. Reader's Report. 6.Authority: Directed Deference. The Power of Authority Pressure. The Allures and Dangers of Blind Obedience. Connotation Not Content. Defense. Reader's Report. 7.Instant Influence: Primitive Consent for an Automatic Age. Primitive Automaticity. Modern Automaticity. Shortcuts Shall Be Sacred.   8.Scarcity: The Rule of the Few. Less Is Best and Loss Is Worst. Psychological Reactance. Optimal Conditions. Defense. Reader's Report. References. Credits. Index.    

Real-life examples illustrate how easily and frequently the influence process occurs in everyday life.Includes citations from both recent and classic research.Describes how to resist unwanted influence attempts.Study Questions and Critical Thinking Items provide students with additional learning support.Well known and influential author speaks frequently on “The Power of Ethical Influence” to such organizations as IBM, the Mayo Clinic, and NATO.

Updated coverage of social influence effects in popular culture, such as the contagion of obesity among the young and the contagion of violence in such tragedies as the Virginia Tech and Northern Illinois mass killings. Also added is coverage of social influence effects in new technologies, such as persuasion resulting from online banner ads and the subliminal presentation of odors. Increased coverage of how compliance principles work in other cultures. New insights are derived from the research findings, sayings, and customs of Latin America, the Far East, and Central Europe. More neuroscience evidence of how the influence process works, integrated throughout. For instance, brain imaging research is presented showing how the “Expensive = good” heuristic operates to lead people to experience more costly items as better than (identical) less costly ones. Enhanced coverage of "how to say no". New evidence is presented to help readers identify their special vulnerabilities to various techniques of persuasion. Twice as many Readers Reports - first person accounts in which readers of previous editions describe how they’ve seen a principle work on or for them. These Reports have become the most popular feature of the book.