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Publisher Description

Influence, the classic book on persuasion, explains the psychology of why people say "yes"—and how to apply these understandings. Dr. Robert Cialdini is the seminal expert in the rapidly expanding field of influence and persuasion. His thirty-five years of rigorous, evidence-based research along with a three-year program of study on what moves people to change behavior has resulted in this highly acclaimed book.

You'll learn the six universal principles, how to use them to become a skilled persuader—and how to defend yourself against them. Perfect for people in all walks of life, the principles of Influence will move you toward profound personal change and act as a driving force for your success.

Some images that appeared in the print edition of this book are unavailable in the electronic edition due to rights reasons.

Health, Mind & Body
June 2
HarperCollins e-books
Harper Collins Canada Limited

Customer Reviews

Roneel ,

An Amazing Book

Robert B. Cialdini work on this book is amazing I highly recommend you read it !!!

John O'Meara ,

I'm glad I read this book

This book outlines a fascinating area of social psychology, revealing how individuals are easily persuaded to do things that, in many cases, they don't really want to do - and wouldn't do if they thought more carefully what is happening in particular situations.

Cialdini shows how some of the decision-making processes that make sense for us every day can work against us in some cases.

Some of Cialdini's topics align well with common sense but others are less intuitive. For example bans such as censorship or induced scarcity make a forbidden object (or behaviour) or a in demand seem more valuable, even if they are not 'better' or needed in any objective way.

The author's exposition is related partly to the research discussed by Daniel Kahneman in his book 'Thinking Fast and Slow', particularly the way many decisions are made quickly, without reflection (what Kahneman calls 'System 1').

I recommend this book to anyone who has wondered why they bought something they did not really need (or in some cases, even want). Cialdini helps make sense of peculiar types of behaviour that occur all the time.