Influence. Pearson New International Edition. Science and Practice

Influence: Science and Practice is an examination of the psychology of compliance, uncovering which factors cause a person to say "yes" to another's request. Written in a narrative style combined with scholarly research, Cialdini merges evidence from experimental work with the techniques and strategies he gathered while working as a salesperson, fundraiser, advertiser, and in other positions within organizations that commonly use compliance tactics to encourage agreement. Widely used in classes and popular among successful business professionals, the eagerly awaited revision of Influence reminds readers of the power of persuasion. Cialdini organizes compliance techniques into six categories based on psychological principles that direct human behavior: reciprocation, consistency, social proof, liking, authority, and scarcity.