Influence: The Psychology of Persuasion (Collins Business Essentials) (E)

Influence: The Psychology of Persuasion is a groundbreaking book by Robert B. Cialdini that explores the science behind why people say "yes." Drawing on decades of research, Cialdini introduces six powerful principles of persuasion—reciprocity, commitment and consistency, social proof, authority, liking, and scarcity. With real-world examples and practical applications, this book shows how these techniques shape decisions in business, marketing, sales, and everyday life. Considered a classic in psychology and behavioral science, it helps readers understand both how to ethically influence others and how to resist manipulation.