Influence: The Psychology of Persuasion
About the Book
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. 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.

What people are saying about Influence: The Psychology of Persuasion
Influence should be required reading for all business majors.
- Journal of Retailing
- Journal of Retailing
Arguably the best book ever on what is increasingly becoming the science of persuasion. Whether you're a mere consumer or someone weaving the web of persuasion to urge others to buy or vote for your product, this is an essential book for understanding the psychological foundations of marketing. Recommended.
-Amazon.com review
-Amazon.com review
“This book is the de facto standard to learn the psychology of persuasion. If you don’t read it, I hope you enjoy pounding your head against the wall and throwing away marketing dollars.”
– Guy Kawasaki, CEO, Holy Kaw
– Guy Kawasaki, CEO, Holy Kaw
The material in Cialdini’s Influence is a proverbial gold mine.
-Journal of Social and Clinical Psychology
-Journal of Social and Clinical Psychology