Influence: The Psychology of Persuasion

Robert B. Cialdini

Why do we say yes to things we later regret? This landmark book identifies six psychological principles that reliably drive human compliance, and shows how to recognize and use them ethically.

A foundational exploration of six universal principles of persuasion — reciprocity, commitment and consistency, social proof, liking, authority, and scarcity — that reliably shape human decision-making, for better or worse.