Dr Robert Cialdini is possibly the world's leading expert on persuasion and infl uence. While other books might give examples of how infl uence works, Cialdini goes "behind the scenes" to identify the specifi c psychological drivers that make infl uence possible - laying the structure of persuasion out for you to follow. "Infl uence" explains very clearly the psychology of why
people say "yes" and then goes on to describe how you can apply that psychological understanding. With 35 years spent in studying human interactions, in
really understanding what makes people tick and support- ing his fi ndings with rigorous, evidence-based research, Cialdini has produced something extraordinary: A schema for people to say "yes". But that isn't all. While Cialdini identifi es the 6 classic
universal principles that will make you a skilled persuader - he also provides you with defences against them. If you have ever wished to be a more persuasive individual, this book will make a huge difference to your effectiveness, no matter who you are or what you do.