Influence: The Psychology of Persuasion
by Robert Ciadeli
Influence is an examination of the psychology of compliance, i.e. uncovering which factors cause a person to say “yes” to another’s request.
Written in a narrative style combined with scholarly research, Cialdini combines evidence from experimental work with the techniques and strategies he gathered while working as a salesperson, fundraiser, advertiser, and in other positions inside organizations that commonly use compliance tactics to get us to say “yes.”
The author organizes compliance techniques into six categories based on psychological principles that direct human behavior.