Wednesday 27 January 2016

Robert Cialdini - Influence Book Review and Notes

I recently read Robert Cialdini's 'Influence - the psychology of persuasion' as the first leg of my '1 non-investment book a month' challenge.

For me, this book is up there with Kahneman's 'Thinking fast and slow'. It's excellent in every way. The author sets out to explain the factors that influence us in all different types of decisions we make. He mixes everyday decisions, historic events and includes readers' letters to explain each 'weapon of influence' that humans are under. 

Why do we feel the need to give back to those who give to us? How do social systems influence decision making? 

Why do we struggle with perception and perspective? 

How powerful is social proof? Why do investors 'follow the herd'?

How does your measure of utility value correlate with availability of the product? 

The author covers a wide range of biases we face in decision making, both complex and basic. As always, there are many strong links from psychological tendencies to decision making within investment that provide a different insight into cognitive biases. 

I can imagine the book worked wonders for salesman or marketers, but also sets a nice foundation for everyone to make better decisions. No wonder it is one of Charlie Munger's favourite books!

I have attached my brief notes here.

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