Influence, the classic book on persuasion, explains the psychology of why people say "yes"--and how
to apply these understandings. Dr. Robert Cialdini is the seminal expert in the rapidly expanding field of influence
and persuasion. His thirty-five years of rigorous, evidence-based research along with a three-year program of study
on what moves people to change behavior has resulted in this highly acclaimed book.
You'll learn the six universal principles, how to use them to become a skilled persuader--and how to defend yourself
against them. Perfect for people in all walks of life, the principles of Influence will move you toward profound
personal change and act as a driving force for your success.