Influence: the psychology of persuasion — robert b. cialdini

Influence: The Psychology of Persuasion by Robert B. Cialdini is a groundbreaking book that reveals the science behind why people say “yes” and how to apply these insights ethically in everyday life. Based on decades of research, Cialdini explains six universal principles of influence — reciprocity, commitment, social proof, authority, liking, and scarcity — and shows how they can transform the way you communicate, market, sell, and negotiate. Perfect for entrepreneurs, marketers, students, and anyone who wants to improve their persuasion skills.