This is one of the best books about psychology I’ve read. Chapters are mostly self contained and short which is helpful if you’re reading during commute. I have enjoyed stories from author’s personal life and how various tools were used on him, they make the book both memorable and funny. I feel that I learned much more than after reading “Thinking Fast & Slow” that everyone else seems to recommend.

Table of contents:

  1. “Weapons of Influence” — introduction.
  2. “Reciprocation: The Old Give and Take…and Take”: Beware of free samples. They are designed to make us think that we owe something to the giver.
  3. “Commitment and Consistency: Hobgoblins of the Mind”: It’s very effective to raise the praise after you have decided to buy something — you’re likely to stick to your decision. The same goes for every other statement eg. someone asking you if you support killing animals just to take more money from you.
  4. “Social Proof: Truths Are Us”: Be mindful that you might do things only because other people are doing it.
  5. “Liking: The Friendly Thief”: Physical attractiveness makes us more likely to like someone, and if we like someone we’re more likely to buy. The same goes if your friend or acquaintance is selling something.
  6. “Authority: Directed Deference”: Obedience to the boss or even police should not be absolute. Fake police or just different agenda that what is best for you and others.
  7. “Scarcity: The Rule of the Few”: I fave fall pray to this one myself more than I can count. If someone says that the offer is only available today, or that it’s the last thing — most likely it’s a trap to fool you. Note to myself: Run away! :)

All in all the book is great and if you are interested in selling anything or how to counter selling tricks — this is a must read.

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