Have you ever wondered how some people can persuade others to do almost anything? How do salespeople, fundraisers, and politicians get us to say yes to their requests, even when we don't really want to? And how can we protect ourselves from being manipulated by these compliance practitioners?

These are some of the questions that Robert B. Cialdini, a renowned social psychologist and expert on influence and persuasion, answers in his classic book **Influence: The Psychology of Persuasion**. In this book, he reveals the six universal principles of influence that govern human behavior and explains how they can be used to persuade others or to resist persuasion.

The six principles are:
- **Reciprocation**: We feel obliged to return favors or concessions that others have given us.
- **Commitment and Consistency**: We want to act in ways that are consistent with our self-image and our previous commitments.
- **Social Proof**: We look for cues from others on how to behave, especially when we are uncertain or in ambiguous situations.
- **Liking**: We are more likely to comply with requests from people we like or find attractive.
- **Authority**: We tend to obey or respect people who have legitimate authority or expertise on a subject.
- **Scarcity**: We value things more when they are rare or limited.

Cialdini illustrates each principle with numerous examples from research studies and real-life situations. He also provides practical tips on how to apply them effectively or how to avoid being influenced by them. He warns that these principles can be used for good or evil purposes, depending on the intentions and ethics of the persuader.

The book is not only informative but also entertaining and engaging. It is written in a clear and accessible style that makes it easy to follow and understand. It is also full of anecdotes and stories that make it enjoyable to read.

The book is a must-read for anyone who wants to learn more about the psychology of persuasion and how it affects our everyday decisions. Whether you want to become a more persuasive person yourself or you want to defend yourself against unwanted influence, this book will give you valuable insights and tools that you can use right away.

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Buy it here: Influence – The Psychology of Persuasion