--- product_id: 66638571 title: "Pre-Suasion: A Revolutionary Way to Influence and Persuade" price: "€ 44.21" currency: EUR in_stock: true reviews_count: 13 url: https://www.desertcart.gr/products/66638571-pre-suasion-a-revolutionary-way-to-influence-and-persuade store_origin: GR region: Greece --- # Pre-Suasion: A Revolutionary Way to Influence and Persuade **Price:** € 44.21 **Availability:** ✅ In Stock ## Quick Answers - **What is this?** Pre-Suasion: A Revolutionary Way to Influence and Persuade - **How much does it cost?** € 44.21 with free shipping - **Is it available?** Yes, in stock and ready to ship - **Where can I buy it?** [www.desertcart.gr](https://www.desertcart.gr/products/66638571-pre-suasion-a-revolutionary-way-to-influence-and-persuade) ## Best For - Customers looking for quality international products ## Why This Product - Free international shipping included - Worldwide delivery with tracking - 15-day hassle-free returns ## Description The acclaimed New York Times and Wall Street Journal bestseller from Robert Cialdini—“the foremost expert on effective persuasion” ( Harvard Business Review )—explains how it’s not necessarily the message itself that changes minds, but the key moment before you deliver that message. What separates effective communicators from truly successful persuaders? With the same rigorous scientific research and accessibility that made his Influence an iconic bestseller, Robert Cialdini explains how to prepare people to be receptive to a message before they experience it. Optimal persuasion is achieved only through optimal pre -suasion. In other words, to change “minds” a pre-suader must also change “states of mind.” Named a “Best Business Books of 2016” by the Financial Times , and “compelling” by The Wall Street Journal , Cialdini’s Pre-Suasion draws on his extensive experience as the most cited social psychologist of our time and explains the techniques a person should implement to become a master persuader. Altering a listener’s attitudes, beliefs, or experiences isn’t necessary, says Cialdini—all that’s required is for a communicator to redirect the audience’s focus of attention before a relevant action. From studies on advertising imagery to treating opiate addiction, from the annual letters of Berkshire Hathaway to the annals of history, Cialdini outlines the specific techniques you can use on online marketing campaigns and even effective wartime propaganda. He illustrates how the artful diversion of attention leads to successful pre-suasion and gets your targeted audience primed and ready to say, “Yes.” His book is “an essential tool for anyone serious about science based business strategies…and is destined to be an instant classic. It belongs on the shelf of anyone in business, from the CEO to the newest salesperson” ( Forbes ). Review: Most interesting book I have read this year - Robert Cialdini’s 1984 book Influence: The Psychology of Persuasion has sold over three million copies and has been translated into thirty languages. The book brought science to the art of persuasion, and set out the famed Six Principles of Influence: social proof, reciprocation, authority, liking, scarcity and consistency. There is a good 10 minute summary of the work here. [...] Someone recently recommended that I read his new book Pre-suasion. This book is about research into “Priming”. This is the idea that our decisions are substantially influenced by seemingly trivial items. For example, a company was introducing a new soft drink and had representatives stationed in a mall. Their job was to stop shoppers, explain the features of the new soft drink and attempt to gain the shoppers email address in exchange for the promise of a sample. The success rate was less than 33%. But when a Pre-Suasion question, “Are you adventurous?” was asked prior to launching into the discussion about the new soft drink, the results were astounding. First 97% of the people responded that there were in fact adventurous. They all had a better than average sense of humour as well . But what was really amazing was that once people had affirmed they were adventurous, the success rate shot up to 75%. A key message of the book is that we like those who are like us, be it liking the same sports or sharing a nationality. This is also a key message of the Humm-Wadsworth. [...] If two individuals share a dominant Humm Component, it is highly likely they will get along with each other. A wonderful example of this “liking” effect were the Lithuanian Jews who had escaped to Shanghai and Japan during WWII after gaining Japanese travel visas. The Japanese, post Pearl Harbour, had become allies of the Nazis who in turn demanded these Jews be killed. The Japanese asked the Jews why they were so hated by the Nazis. The answer by Rabbi Kalisch was telling, “It is because we are Asians, just like you.” Understanding the social power of saying the right thing at the right time saved a large group of Jews from death. Another interesting application discussed in the book is when to use “I think” or “I feel.” Normals and Engineers are logical in their decision making and “I think” is the best approach. By contrast the other five Humm components are emotional in their decision making and “I feel” is the best approach. This is a great example of Practical Emotional Intelligence in action. I found Pre-suasion to be a lively and engaging book. It’s a tour through social psychology. Note the actual book is 233 pages long but the references and end notes are about 150 pages. Review: Another gem from Cialdini - This book is a worthy continuation of the previous book (“Influence”). And although Cialdini does repeat several ideas here, it is - I think - with a view to a reader who either did not read the previous book at all and deserves some general introduction to persuasion techniques, or one that has read it but has already forgotten some key ideas. Otherwise it is an excellent addition to his first book, completing the picture from two perspectives: the one of psychological priming, and the one of ethics. I highly recommend reading both books for full understanding of how social psychology of influence works. ## Technical Specifications | Specification | Value | |---------------|-------| | Best Sellers Rank | #15,794 in Books ( See Top 100 in Books ) #7 in Marketing & Consumer Behavior #10 in Business Negotiating (Books) #14 in Rhetoric (Books) | | Customer Reviews | 4.5 out of 5 stars 3,555 Reviews | ## Images ![Pre-Suasion: A Revolutionary Way to Influence and Persuade - Image 1](https://m.media-amazon.com/images/I/71IIexDdR8L.jpg) ## Customer Reviews ### ⭐⭐⭐⭐⭐ Most interesting book I have read this year *by E***T on October 31, 2016* Robert Cialdini’s 1984 book Influence: The Psychology of Persuasion has sold over three million copies and has been translated into thirty languages. The book brought science to the art of persuasion, and set out the famed Six Principles of Influence: social proof, reciprocation, authority, liking, scarcity and consistency. There is a good 10 minute summary of the work here. [...] Someone recently recommended that I read his new book Pre-suasion. This book is about research into “Priming”. This is the idea that our decisions are substantially influenced by seemingly trivial items. For example, a company was introducing a new soft drink and had representatives stationed in a mall. Their job was to stop shoppers, explain the features of the new soft drink and attempt to gain the shoppers email address in exchange for the promise of a sample. The success rate was less than 33%. But when a Pre-Suasion question, “Are you adventurous?” was asked prior to launching into the discussion about the new soft drink, the results were astounding. First 97% of the people responded that there were in fact adventurous. They all had a better than average sense of humour as well . But what was really amazing was that once people had affirmed they were adventurous, the success rate shot up to 75%. A key message of the book is that we like those who are like us, be it liking the same sports or sharing a nationality. This is also a key message of the Humm-Wadsworth. [...] If two individuals share a dominant Humm Component, it is highly likely they will get along with each other. A wonderful example of this “liking” effect were the Lithuanian Jews who had escaped to Shanghai and Japan during WWII after gaining Japanese travel visas. The Japanese, post Pearl Harbour, had become allies of the Nazis who in turn demanded these Jews be killed. The Japanese asked the Jews why they were so hated by the Nazis. The answer by Rabbi Kalisch was telling, “It is because we are Asians, just like you.” Understanding the social power of saying the right thing at the right time saved a large group of Jews from death. Another interesting application discussed in the book is when to use “I think” or “I feel.” Normals and Engineers are logical in their decision making and “I think” is the best approach. By contrast the other five Humm components are emotional in their decision making and “I feel” is the best approach. This is a great example of Practical Emotional Intelligence in action. I found Pre-suasion to be a lively and engaging book. It’s a tour through social psychology. Note the actual book is 233 pages long but the references and end notes are about 150 pages. ### ⭐⭐⭐⭐⭐ Another gem from Cialdini *by A***S on June 29, 2026* This book is a worthy continuation of the previous book (“Influence”). And although Cialdini does repeat several ideas here, it is - I think - with a view to a reader who either did not read the previous book at all and deserves some general introduction to persuasion techniques, or one that has read it but has already forgotten some key ideas. Otherwise it is an excellent addition to his first book, completing the picture from two perspectives: the one of psychological priming, and the one of ethics. I highly recommend reading both books for full understanding of how social psychology of influence works. ### ⭐⭐⭐⭐ This book’s significance lies in its science-based evidence of not just what best to say to persuade *by I***N on April 10, 2017* Author Cialdini was the Professor of Psychology and Marketing at Arizona State University and a visiting professor of marketing, business and psychology at Stanford University. He rose to fame because of his first book, ‘Influence’, in which he identified six psychological principles that were being routinely used in businesses that dealt with influencing people. ‘Influence’ was bolstered by valuable evidence from scientific and social psychological research into successful persuasion. This book’s significance lies in its science-based evidence of not just what best to say to persuade, but when best to say it. The focus of this book is what effective communicators do before delivering a message, to get that message through. The legitimate merits of your message are never enough to get it accepted, any more than the finest seeds can grow in stony soil. Pre-suasion is the psychological framework in which your message is placed to carry even greater weight. Consider this example as an introduction to the line of thinking. Clearly, the tactic of mentioning an admittedly unrealistic price tag for a job won’t win you the business; many other factors are involved, but it almost always eliminates challenges to the price. Research shows that the amount of money people are prepared to spend on dinner went up when the restaurant was named Studio 97, as opposed to Studio 17. After drawing a set of long lines on a sheet of paper, college students estimated the length of the Mississippi River as much greater than those who had just drawn a set of short lines. People buying wine were more likely to purchase a German vintage if, before their choice, they’d heard a German song playing on the shop’s sound system. An extraordinarily successful home fire-alarm salesman always conducted his sales in people’s homes. A key to his success was an odd technique he always used to establish an aura of trust with the family. “Trust is one of those qualities that leads to compliance with requests, provided that it has been planted before the request is made,” Cialdini explains. In each sales situation he would apologize that he had forgotten something in his car, then get up, fetch it and enter the house again. His rationale: “Who do you let walk in and out of your house on their own? Only somebody you trust, right? I want to be associated with trust in those families’ minds.” He simply arranged to be treated as one of these trusted individuals. Many people believe that the approach needs to be different in their profession, ignoring what is the same. The process of persuasion is governed by psychological laws, which means that similar procedures can produce similar results over a wide range of situations, Cialdini explains. There are specific identifiable moments, when an individual is particularly receptive to a communicator’s message. If you were asked if you were stubborn, you automatically begin searching your memory for times when you’d acted stubbornly, and you would almost certainly identify an instance. If on the other hand, you were labelled quite flexible, someone who is prepared to change her mind after getting new information, you would find instances of this, too. The reason for deciding if a description of oneself is true or false, involves looking for confirmation of the idea rather than for contradiction. This is because it is easier to register the presence of something than its absence. When researchers asked people “Do you consider yourself a helpful person?” nearly everyone answered yes. “In that privileged moment—after subjects had confirmed privately and affirmed publicly their helpful natures—the researchers requested help with their survey. 77.3% volunteered,” Cialdini reports. Without the question, only 29% agreed to help with the survey. What people give attention to is, obviously, of immediate importance to them. However, it is also considered, even unduly, to be an important issue. This is because of the human tendency to assign undue levels of importance to an idea as soon as one’s attention is turned to it. Two weeks before the anniversary of 9/11, about 30% of respondents had named 9/11 as an especially important event. As the anniversary drew closer, and the media treatment intensified, 65% of survey respondents started identifying 9/11 as an especially important event. People believe that if the media (or the public,) has paid attention to an idea or event or pop-group, it must be important enough to warrant the consideration. In not too dissimilar a way, attentional-focus leads to the appearance of causality. Economists, Cialdini believes, are prone to this bias because the monetary aspects of a situation dominate their attention and analysis. Economist Felix Oberholzer-Gee approached people waiting in line at several different locations, and offered them money to let him in front of them. 50% of everyone offered $1 let him in, as did 65% of those offered $3, and 76%, when offered $10. This is not surprising except that almost no one took the money! To explain this, Oberholzer-Gee ignored the economic factors in favour of the moral obligation most people feel to help those in need. The need was deemed stronger by what the line-jumper was prepared to pay. Elements such as money that attract our attention, don’t just appear more important, they also appear more causal, Cialdini explains. In the same vein, when observers asked to judge who had more influence in a discussion, based on tone, content, and direction, the results were the same: whoever’s face was more visible, was judged to be more influential. We see the cause in what attracts our attention. With the array of powerful insights Cialdini has gathered, the question must be asked about the ethical use of pre-Pre-Suasive techniques. Chapter 13 addresses this concern cogently. Undoubtedly the unethical will use this knowledge unethically, until they get caught. However, with this information made known to consumers, those who behave unethically will be identified. Onerous penalties for that behaviour, will be inflicted by now more-aware customers – avoiding doing business with the unethical. That said, the real value of this book to a wide range of people in business, lies in the understanding that it doesn’t take much to enhance the effectiveness of communication. Sun Tzu wrote, “Every battle is won before it is fought.” That is the value of pre-planning, and the value of understanding the insights of Pre-Suasion. Read this book, you will be pleased you did. It works to prevent falling prey to the unethical, and as a guide to how you can become more persuasive – ethically. Readability Light ---+- Serious Insights High +---- Low Practical High -+--- Low *Ian Mann of Gateways consults internationally on leadership and strategy and is the author of Strategy that Works. ## Frequently Bought Together - Pre-Suasion: A Revolutionary Way to Influence and Persuade - Influence, New and Expanded: The Psychology of Persuasion - Yes!: 50 Scientifically Proven Ways to Be Persuasive --- ## Why Shop on Desertcart? - 🛒 **Trusted by 1.3+ Million Shoppers** — Serving international shoppers since 2016 - 🌍 **Shop Globally** — Access 737+ million products across 21 categories - 💰 **No Hidden Fees** — All customs, duties, and taxes included in the price - 🔄 **15-Day Free Returns** — Hassle-free returns (30 days for PRO members) - 🔒 **Secure Payments** — Trusted payment options with buyer protection - ⭐ **TrustPilot Rated 4.5/5** — Based on 8,000+ happy customer reviews **Shop now:** [https://www.desertcart.gr/products/66638571-pre-suasion-a-revolutionary-way-to-influence-and-persuade](https://www.desertcart.gr/products/66638571-pre-suasion-a-revolutionary-way-to-influence-and-persuade) --- *Product available on Desertcart Greece* *Store origin: GR* *Last updated: 2026-09-05*