The widely adopted, now classic book on influence and persuasion a major national and international bestseller with more than four million copies sold!
In this highly acclaimed New York Times bestseller, Dr. Robert B. Cialdini the seminal expert in the field of influence and persuasion explains the psychology of why people say yes and how to apply these principles ethically in business and everyday situations.
You ll learn the six universal principles of influence and how to use them to become a skilled persuader and, just as importantly, how to defend yourself against dishonest influence attempts:
Understanding and applying the six principles ethically is cost-free and deceptively easy. Backed by Dr. Cialdini s 35 years of evidence-based, peer-reviewed scientific research as well as by a three-year field study on what moves people to change behavior Influence is a comprehensive guide to using these principles effectively to amplify your ability to change the behavior of others.
Robert Cialdini is a leading pioneer in the field of social influence. He is Regent's Professor of psychology at Arizona State University and the president of Influence at Work, a consulting company that trains business people to incorporate the lessons of his research into their work. He gives approximately sixty lectures a year to premier business associations and leading corporations.