Influence: The Psychology of Persuasion (Collins Business Essentials) is a renowned international bestseller by Robert Cialdini. The book provides insights into the psychology of why people say yes and how to apply these insights ethically in business and everyday settings. Cialdini covers his seven Universal Principles of Influence, including Reciprocation, Commitment and Consistency, Social Proof, Liking, Authority, Scarcity, and Unity. This edition includes new research and new examples. With Cialdini as a guide, readers learn how to use this science to become skilled persuaders and defend themselves against unethical influence attempts.
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