Influence, New and Expanded

This foundational and wildly popular resource for influence and persuasion is a renowned international bestseller, with over 5 million copies sold. This revised edition includes new research, insights, examples, and online applications. Cialdini explains the psychology of why people say yes and how to apply these insights ethically in business and everyday settings. The book covers the Universal Principles of Influence: Reciprocation, Commitment and Consistency, Social Proof, Liking, Authority, Scarcity, Unity (newest principle for this edition). Understanding and applying these principles ethically is straightforward and cost-free. Backed by 35 years of evidence-based, peer-reviewed scientific research, 'Influence' serves as a comprehensive guide for becoming a more skilled persuader and defending against unethical influence attempts.