Influence: The Psychology of Persuasion by Robert Cialdini is a modern update to one of the most influential books in psychology and marketing.
This new and expanded version adds fresh research and introduces a seventh principle of persuasion, unity, alongside the original six: reciprocity, commitment and consistency, social proof, authority, liking, and scarcity.
These principles explain how people are influenced and why they say yes.
The book is designed not only for marketers and business leaders but also for everyday readers who want to understand the hidden forces behind decision-making.
Cialdini provides real-world examples and research studies that show how persuasion works in sales, advertising, politics, and daily life.
He also emphasizes how to apply these principles ethically while recognizing and defending against manipulative tactics.
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