Influence, New and Expanded: The Psychology of Persuasion

The foundational and wildly popular go-to resource for influence and persuasion—a renowned international bestseller, with over 5 million copies sold—now revised adding: new research, new insights, new examples, and online applications.

In the new edition of this highly acclaimed bestseller, Robert Cialdini—New York Times bestselling writer of Pre-Suasion and the seminal expert in the fields of influence and persuasion—explains the psychology of why people say yes and how to apply these insights ethically in business and on a regular basis settings. The use of memorable stories and relatable examples, Cialdini makes this crucially important subject surprisingly easy. With Cialdini as a guide, you don’t need to be a scientist to discover ways to use this science.

You’ll learn Cialdini’s Universal Principles of Influence, including new research and new uses so you’ll be able to transform an even more skilled persuader—and just as importantly, you’ll discover ways to defend yourself against unethical influence attempts. You might imagine you know these principles, but without understanding their intricacies, you’ll be ceding their power to someone else.

Cialdini’s Principles of Persuasion:

• Reciprocation
• Commitment and Consistency
• Social Proof
• Liking
• Authority
• Scarcity
• Unity, the latest principle for this edition

Understanding and applying the principles ethically is cost-free and deceptively easy. Backed by Dr. Cialdini’s 35 years of evidence-based, peer-reviewed scientific research—including a three-year field study on what leads people to change—Influence is a comprehensive guide to The use of these principles to move others in your direction.