The foundational and wildly popular go-to resource for the science of 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 on human behavior ethically in
business and everyday settings. Using memorable stories and relatable examples Cialdini makes
this crucial aspect of behavioral science surprisingly easy to understand. With Cialdini as a
guide you don't have to be a scientist to learn how to use this science in your own
decision-making. 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 of social psychology 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 New and
Expanded EPB is a comprehensive guide to using these principles to move others in your
direction.
