Influence: The Psychology of Persuasion (1984) explains in detail the fundamental principles of persuasion that get us to say yes, including how they are used against us by compliance professionals like salespeople, advertisers and con artists. Knowing these principles will allow you both to become a skilled persuader yourself and to defend yourself against manipulation attempts.
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Robert B. Cialdini, PhD, is a professor of both psychology and marketing. Influence: The Psychology of Persuasion is based on 35 years of evidence-based research into the phenomena of influence and persuasion. Dr. Cialdini also runs a consultancy based on teaching and implementing the ethical business applications of his research.