Influence by Robert B. Cialdini is a groundbreaking exploration of the psychology of compliance (i.e. uncovering which factors cause a person to say “yes” to another’s request). Drawing on rigorous academic research, Cialdini explains the six universal principles of persuasion that are the basis for many of the business world’s most effective techniques. These principles are reciprocity, commitment and consistency, social proof, authority, liking, and scarcity. By understanding these principles, readers can learn how to become significantly more persuasive in both their professional and personal lives. The book also teaches how to defend oneself against manipulation. Real-world examples and practical advice make it an essential guide for anyone who wants to influence others or understand the factors that influence their own behavior.
Influence
A book about the psychology of persuasion, Influence explains the six universal principles of influence that have been scientifically proven to make people say "yes". It reveals how to ethically use these principles to become a skilled persuader and how to defend against them.
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