Influence
The Psychology of Persuasion
By Robert B. Cialdini
In “Influence,” Robert B. Cialdini delves into the psychology of persuasion, revealing the six universal principles that drive human behavior. Drawing on decades of research, Cialdini illustrates how these principles—reciprocity, commitment, social proof, authority, liking, and scarcity—can be harnessed to influence decisions in everyday life. Through engaging anecdotes and practical examples, he empowers readers to recognize and ethically apply these techniques in their personal and professional interactions. Whether you’re looking to enhance your negotiation skills or simply understand the forces at play in your own choices, “Influence” is an essential guide to mastering the art of persuasion.
Robert B. Cialdini is a distinguished psychologist and the author of the groundbreaking book Influence: The Psychology of Persuasion, which has become a cornerstone in the fields of marketing and social psychology. Renowned for his research on the principles of persuasion, Cialdini has been featured in major media outlets such as The New York Times and NPR. He is a professor emeritus of psychology and marketing at Arizona State University and has consulted for various organizations, helping them understand the dynamics of influence in everyday interactions. His work continues to shape how we understand human behavior and decision-making.
