Influence

The Psychology of Persuasion

Robert B. Cialdini examines the psychological principles that lead people to comply with requests and change their behavior. He explains six principles of persuasion: reciprocation, commitment and consistency, social proof, liking, authority, and scarcity. The book draws on experimental research and field observation to show how these principles operate in everyday situations and how readers can recognize and resist manipulative uses of them.

by Robert B. Cialdini

Collins · First published 1984 · 320 pages