Influence: The Psychology of Persuasion
Robert B. Cialdini · first published 1983 · ISBN 9780061899904
Cialdini identifies six principles that make people say yes: reciprocity, commitment and consistency, social proof, authority, liking, and scarcity. Through field research and case studies, he shows how these principles operate in sales, marketing, negotiation, and everyday social interaction.
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This book is the foundation for applied social psychology. Whether you're interested in clinical work, organizational psychology, or public policy, understanding these principles shapes how you see influence at work in human relationships and institutions.