Influence: Science and Practice

Influence: The Psychology of Persuasion

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. read more...
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.

Yes!: 50 Scientifically Proven Ways to Be Persuasive 

Yes! has been translated into 21 languages and has sold over ¼ millions copies since publication. It has appeared on the following bestseller lists: New York Times, Business Week, Wall Street Journal, and USA Today.

Yes! was nominated for the 2008 Royal Society Book Prize – the world’smost prestigious prize for popular science writing. Yes! featuredonHarvard Business Review’s 2009 Break through Ideas forBusiness list.

What one word can you start using today to increase your persuasiveness by more than fifty percent? Which item of stationery can dramatically increase people's responses to your requests? How can you win over your rivals by inconveniencing them? Based on more than sixty years of research into the psychology of persuasion, Yes! reveals fifty simple but remarkably effective strategies that will make you much more persuasive at work and in your personal life, too. read more... Goldstein, Martin and Cialdini meld social psychology, pop culture and field research to demonstrate how the subtle addition, subtraction or substitution of a word, phrase, symbol or gesture can significantly influence consumer behavior. Interspersing references to Britney Spears, the Smurfs and Sex and the City with more academic concepts such as loss aversion and the scarcity principle, the authors illustrate the simple and surprising approaches that can hone a company's marketing strategies. Witty chapters detail the allure of the yellow Post-it, the tip-garnering capabilities of an after-dinner mint, how highlighting a product's weaknesses can increase its appeal, the powerful role of third-party testimonials, how doctors can convince patients to adopt healthier choices by prominently displaying academic credentials in their offices, and how mirroring another person's gestures can elicit a more generous response by strengthening a perceived bond. While written primarily for a marketing audience, this amusing book has equal value and appeal for executives, salespeople—even parents trying to persuade their kids to do homework.

"Yes! is the Freakonomics of social psychology. This book changed my way of looking at the world. This thinking is the real deal. Don't miss out!"-- Daniel Finkelstein, Comment Editor, The Times (London)