Influence: The Psychology of Persuasion

by Robert B. Cialdini

Influence: The Psychology of Persuasion is a book about why people say yes and how influence works in everyday life. Robert Cialdini explains that humans often make decisions automatically, without thinking deeply. Marketers, salespeople, and leaders understand this — and they use specific psychological principles to persuade others. This book teaches how these principles work, how they affect our decisions, and how you can recognize influence so you can protect yourself and use persuasion more ethically and effectively.