The foundational and wildly popular go-to resource for influence and persuasion?a renowned
international bestseller with over 5 million copies sold?now revised adding: new research new
insights new examples and online applications. In the new edition of this highly acclaimed
bestseller Robert Cialdini?New York Times bestselling author of Pre-Suasion and the seminal
expert in the fields of influence and persuasion?explains the psychology of why people say yes
and how to apply these insights ethically in business and everyday settings. Using memorable
stories and relatable examples Cialdini makes this crucially important subject surprisingly
easy. With Cialdini as a guide you don't have to be a scientist to learn how to use this
science. You'll learn Cialdini's Universal Principles of Influence including new research and
new uses so you can become an even more skilled persuader?and just as importantly you'll learn
how to defend yourself against unethical influence attempts. You may think you know these
principles but without understanding their intricacies you may be ceding their power to
someone else. Cialdini's Principles of Persuasion: Reciprocation Commitment and Consistency
Social Proof Liking Authority Scarcity Unity the newest principle for this edition
Understanding and applying the principles ethically is cost-free and deceptively easy. Backed
by Dr. Cialdini's 35 years of evidence-based peer-reviewed scientific research?including a
three-year field study on what leads people to change?Influence is a comprehensive guide to
using these principles to move others in your direction.
