The foundational and wildly popular go-to resource for influence and persuasion, a renowned international bestseller, with over 5 million copies sold, now revised adding new research, new insights, new examples, and online applications.

Using memorable stories and relatable examples, Cialdini makes this crucially important subject surprisingly easy. With Cialdini as a guide, you don't have to be a scientist to learn how to use this science. You'll learn Cialdini's Universal Principles of Influence, including new research and new uses so you can become an even more skilled persuader-and just as importantly, you'll learn how to defend yourself against unethical influence attempts. You may think you know these principles, but without understanding their intricacies, you may be ceding their power to someone else.

Cialdini's Principles of Persuasion:

• Reciprocation, Commitment and Consistency, Social Proof Liking, Authority, Scarcity, Unity, the newest principle for this edition.
• Understanding and applying the principles ethically is cost-free and deceptively easy.
• Backed by Dr. Cialdini's 35 years of evidence-based, peer-reviewed scientific research-including a three-year field study on what leads people to change
• Influence

Influence is a comprehensive guide to using these principles to move others in your direction.