Influence, New and Expanded

The foundational and wildly popular go-to resource for influence and persuasionâ"a renowned international bestseller, with over 5 million copies soldâ"now revised adding: new research, new insights, new examples, and online applications.

In the new edition of this highly acclaimed bestseller, Robert Cialdiniâ"New York Times bestselling author of Pre-Suasion and the seminal expert in the fields of influence and persuasionâ"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 donât have to be a scientist to learn how to use this science.

Youâll learn Cialdiniâs Universal Principles of Influence, including new research and new uses so you can become an even more skilled persuaderâ"and just as importantly, youâll 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.

Cialdiniâs 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. Cialdiniâs 35 years of evidence-based, peer-reviewed scientific researchâ"including a three-year field study on what leads people to changeâ"Influence is a comprehensive guide to using these principles to move others in your direction.