Influence: The Psychology of Persuasion (New and Expanded) by Robert B. Cialdini, PhD

"The foundational, acclaimed bestseller on persuasion, negotiation, and influence—now revised and updated with new research, applications, and a brand-new 7th principle!"

In this updated and expanded edition of the iconic New York Times bestseller, Dr. Robert Cialdini—the seminal expert in the field of influence and persuasion—explains the psychological principles behind why people say "yes" and how to ethically apply these insights in business, marketing, and daily interactions.

Backed by over 35 years of evidence-based, peer-reviewed scientific research and field studies, Dr. Cialdini breaks down complex behavioral science into memorable stories and practical strategies. You will learn how to apply Cialdini’s universal principles of persuasion effectively, while also learning how to defend yourself against manipulative or unethical influence attempts.

The Universal Principles of Persuasion Covered:

1. Reciprocation: The drive to return favors and concessions.

2. Commitment and Consistency: The desire to align actions with past words and values.

3. Social Proof: The reliance on safety in numbers and peer validation.

4. Liking: The power of rapport, similarity, and affection.

5. Authority: The impact of credibility and perceived expertise.

6. Scarcity: The psychological urgency triggered by limited availability.

7. Unity (NEW): The compelling bond of shared identity and belonging.

Whether you are a business leader, marketer, salesperson, entrepreneur, or simply curious about human behavior, Influence remains the ultimate essential guide to moving people in your direction ethically and effectively.

Key Highlights:

• Expanded Edition: Fully updated with modern research, real-world applications, and the newly added 7th principle: Unity.

• Science-Backed Insights: Grounded in decades of empirical research and real-world field studies on behavior change.

• Practical & Defensible: Teaches how to ethically persuade others while defending yourself against unfair tactics.

• Global Business Classic: Over millions of copies sold worldwide; a cornerstone read in marketing, psychology, and management.