Influence: The Psychology of Persuasion

Influence: The Psychology of Persuasion by Dr. Robert Cialdini is a seminal work that uncovers the key principles behind why people say “yes.” Drawing from decades of research in psychology and marketing, the book explains six universal principles of persuasion—reciprocity, commitment, social proof, authority, liking, and scarcity—that shape human behavior. Packed with real-world examples and practical insights, it teaches readers how to ethically influence others, recognize persuasive tactics, and improve their communication skills in business, sales, and everyday life.