Review For marketers, this book is among the most important books written in the last ten years.--Journal of Marketing Research The material in Cialdini's Influence is a proverbial gold mine.--Journal of Social and Clinical Psychology Influence should be required reading for all business majors.--Journal of Retailing This book will strike chords deep in the hearts and psyches of all of us.--Best Sellers Magazine From the Back Cover Influence, the classic book on persuasion, explains the psychology of why people say yes--and how to apply these understandings. Dr. Robert Cialdini is the seminal expert in the rapidly expanding field of influence and persuasion. His thirty-five years of rigorous, evidence-based research along with a three-year program of study on what moves people to change behavior has resulted in this highly acclaimed book. You'll learn the six universal principles, how to use them to become a skilled persuader--and how to defend yourself against them. Perfect for people in all walks of life, the principles of Influence will move you toward profound personal change and act as a driving force for your success.