What's the difference between influence and manipulation?
A: The research led Dr. Cialdini to the universal six principles of influence. To help ensure that changing others’ behavior is effective and long-lasting, it is imperative to use these powerful principles ethically.

What's the difference between being in authority and an authority?
A: Someone who is in authority has a title, ranking, or the trappings of authority.  But, someone who is an authority is more persuasive because they have superior knowledge, experience or expertise in a specific area.

How long has Dr. Cialdini been doing research on Influence?
A: Dr. Cialdini has been publishing original research in peer-reviewed scientific journals for almost forty years.  Instead of just doing research in the lab, Dr. Cialdini has spent his career doing research in the field, in real life situations.

What's the difference between Influence: The Psychology of Persuasion and Influence: Science and Practice?
A: Although both books are based on Dr. Cialdini's years of research into the Six Principles of Influence, Influence: The Psychology of Persuasion is an older edition. There are more updated references, show more/less more recent examples and more current stories in Influence: Science & Practice. Also, there is more research in Influence: Science and Practice. Generally, Influence: Science and Practice is a more complete discussion of the topic. We do not recommend purchasing both books.

What’s the difference between the Influence video DVD and the Influence audio CD?
A: Dr. Cialdini delivers a variety of programs; 90 minutes or less (keynote), a half day (3 hours or less) or a full day (six hours or less).Both the video DVD and the audio CD are presented by Dr. Cialdini for show more/less a business audience. The video DVD is of a live presentation and the audio CD was produced in a studio without an audience. Both run approximately 90 minutes. They have much of the same information on them based on the ethical business applications of the Six Principles of Influence. If you prefer to get your information while driving, we definitely suggest you get the audio CD.

What’s the difference between the book and the audio/video?
A: Dr. Cialdini delivers a variety of programs; 90 minutes or less (keynote), a half day (3 hours or less) or a full day (six hours or less).

Is the audio CD Dr. Cialdini’s entire book on CD?
A: No — The Influence audio CD is a 90-minute in-studio presentation given by Dr. Cialdini. During this talk, he describes the six principles of influence and gives scientific examples.