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.