Influence: The Psychology of Persuasion by Dr. Robert B. Cialdini is the definitive guide to understanding the art and science of influence. This groundbreaking, New York Times bestselling book has captivated millions worldwide, selling over four million copies and earning its place as a timeless classic in the field of persuasion.

In this compelling work, Dr. Cialdini, a renowned expert in psychology and influence, unveils the six universal principles of persuasion and demonstrates how they shape decisions and behaviors in both personal and professional contexts. With clarity and precision, he explores how these principles can be applied ethically to become a skilled persuader—or how to protect oneself from manipulation.

The six principles include:

• Reciprocation: The instinct to return favors and gifts.
• Commitment and Consistency: The drive to align actions with prior commitments.
• Social Proof: The tendency to follow the behavior of others, especially in uncertain situations.
• Liking: The power of relationships and the influence of people we like.
• Authority: The trust we place in individuals with expertise or status.
• Scarcity: The desire for things that are rare or limited.

Backed by 35 years of rigorous scientific research and a three-year field study, Influence offers actionable insights and real-world examples to illustrate how these principles work. Whether you’re a business professional, marketer, negotiator, or someone seeking to improve interpersonal interactions, this book is a masterclass in the psychology of persuasion.

With its practical guidance and ethical approach, Influence remains an indispensable resource for anyone looking to understand the hidden forces that drive human behavior and decision-making.