While intended for students of psychology and for practitioners of the black art of marketing (selling over-priced unnecessary “stuff” to the unwitting), I regard this text as a very helpful reference for the new warriors, the practitoners of Information Operations and within that larger discipline, Strategic Communication & Public Diplomacy.
The six “principles” of influence, reciprocation, consistency, social proof (e.g. canned laughter), liking, authority, and scarcity, each receive their own chapter with annedotes and study questions.
Most interesting to me would be an international variation of this book, one that discussed the nuances of influence in other cultures, inclusive of family ties and prevalent sterotypes.
This book is applicable to business, evangelism, foreign affairs, defense, homeland security, and just about any field where interaction with humans is called for, and the mission demands the elicitation of collaborative behavior from others.
Good index, notes, and illustrations. Well-presented.
