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, online applications, a new Principle for this edition, plus an additional 220 pages.

In the new edition of this highly acclaimed bestseller, Robert Cialdini— three-time New York Times bestselling author of Pre-Suasion and the seminal expert in the fields of influence and persuasion—explains the psychology of why people say yes and how to apply these insights ethically in business and everyday settings. Using memorable stories and relatable examples, Cialdini makes this crucially important subject surprisingly understandable and surprisingly useable. 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, new stories, new applications, new online examples, plus an entirely new universal principle of influences so you can become an even more skilled persuader. And just as significantly, you’ll learn how to defend yourself against unethical influence attempts. You may think you know these principles, but without understanding their simple, yet important nuances, you may be ceding their power to someone else.

Cialdini’s Principles of Persuasion:

  • Reciprocation
  • Commitment and Consistency
  • Social Proof
  • Liking
  • Authority
  • Scarcity
  • Unity, a new 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 is the comprehensive guide to using these principles to move others in your direction.

— Adam Grant, New York Times bestselling author of THINK AGAIN and ORIGINALS, and host of the TED podcast WorkLife
— Angela Duckworth, Author of GRIT and Founder and CEO of Character Lab
— Chris Voss, Author of the Wall Street Journal bestseller NEVER SPLIT THE DIFFERENCE
— Daniel Kahneman, Nobel Prize laureate and author of THINKING FAST AND SLOW and NOISE
— Guy Kawasaki, chief evangelist of Canva and creator of the Remarkable People podcast
— Jeffrey Pfeffer, Thomas D. Dee II Professor of Organizational Behavior at Stanford’s Graduate School of Business and author of Power: Why Some People Have It—and Other’s Don’t
— Joe Polish, Founder of Genius Network
— Katy Milkman, Wharton School Professor; host of Choiceology podcast; and author of How to Change
— Richard Thaler, Nobel Prize laureate and author of NUDGE and MISBEHAVING
— Tim Harford, author of The Data Detective (US) / How To Make The World Add Up (UK)