Pre-Suasion
Robert Cialdini

Book cover image

Narrated By: John Bedford Lloyd

Duration: 9 hours and 23 minutes

What to expect

Brought to you by Penguin.

When it comes to persuasion, success can begin before you say a word.

In his global bestseller Influence, Professor Robert Cialdini transformed the way we think about the craft of persuasion. Now he offers revelatory new insights into the art of winning people over: it isn’t just what we say or how we say it that counts, but also what goes on in the moments before we speak.

This is the world of ‘pre-suasion’, where subtle turns of phrase, seemingly insignificant visual cues, and apparently unimportant details of location can prime people to say ‘yes’ even before they are asked. It’s a world where the cautious blurt out personal information if asked a particular initial question, where on-line purchases are influenced by unrelated background images, and where exam results are affected by the layout of the classroom. And as Cialdini reveals, it’s a world you can master. If you understand the tools of pre-suasion, you will better placed to win a debate, get support for an idea or cause, promote a campaign - even persuade yourself to do something you find difficult.

Drawing on the latest research, and packed with fascinating case studies, Pre-Suasion is both a rigorous work of cutting-edge scholarship and a compelling account of the strange workings of the human mind. It’s also a supremely practical guide to enhancing your powers of influence.


NEW YORK TIMES BESTSELLER
WALL STREET JOURNAL BESTSELLER
INC. 'BEST SALES AND MARKETING BOOK OF 2016'
A FINANCIAL TIMES 'BEST BOOK OF 2016'

© Rovert Cialdini 2020 (P) Penguin Audio 2020

Genre

Business negotiation, Popular psychology, Sales & marketing

Listen to a sample

Cialdini is no foubt the godfather of persuasion, and I wouldn't be surprised if Pre-Suasion causes another revolution in the influence arena … it is mind-blowing

Management Today

An essential tool for anyone serious about science based business strategies. Pre-Suasion is well worth the long wait, and is destined to be an instant classic. The book belongs on the shelf of anyone in business, from the CEO to the newest salesperson.

Forbes

The great social psychologist Robert Cialdini has written another timeless and indispensable book about the psychology of influence. I'll be recommending it for years and years.

Amy Cuddy, author of Presence

A fascinating, fluent and original book from one of the giants of behavioural science.

Tim Harford, author of The Undercover Economist Strikes Back

It's a book that is guaranteed to be a bestseller among marketeers, but it should also be a must-read for any professional or consumer – in other words, all of us.