Pre-suasion. A Revolutionary Way to Influence and Persuade

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 online 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.

"A fascinating, fluent and original book from one of the giants of behavioural science."
Tim Harford, author of The Undercover Economist Strikes Back

"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

"No psychologist's research has been used more often or successfully than that or Robert Cialdini, who literally wrote the book on influence. Now, he's done it again, showing us the power of the moment before an attempt to persuade. This is classic Cialdini - authoritative, original, and immediately practical."
Richard H. Thaler, co-author of Nudge and author of Misbehaving