The widely adopted, now classic book on influence and persuasion-a major national and international bestseller with more than four million copies sold! In this highly acclaimed New York Times bestseller, Dr. Robert B. Cialdini-the seminal expert in the field of influence and persuasion-explains the psychology of why people say yes and how to apply these principles ethically in business and everyday situations. You'll learn the six universal principles of influence and how to use them to become a skilled persuader-and, just as importantly, how to defend yourself against dishonest influence attempts: Reciprocation: The internal pull to repay what another person has provided us. Commitment and Consistency: Once we make a choice or take a stand, we work to behave consistently with that commitment in order to justify our decisions. Social Proof: When we are unsure, we look to similar others to provide us with the correct actions to take. And the more, people undertaking that action, the more we consider that action correct. Liking: The propensity to agree with people we like and, just as important, the propensity for others to agree with us, if we like them. Authority: We are more likely to say "yes" to others who are authorities, who carry greater knowledge, experience or expertise. Scarcity: We want more of what is less available or dwindling in availability. Understanding and applying the six principles ethically is cost-free and deceptively easy. Backed by Dr. Cialdini's 35 years of evidence-based, peer-reviewed scientific research-as well as by a three-year field study on what moves people to change behavior-Influence is a comprehensive guide to using these principles effectively to amplify your ability to change the behavior of others. Editorial Reviews Robert Cialdini has done the impossible: he has improved a masterpiece. The new version of Influence is a marvelously rich and engaging account of the subtle power that people exert on each other." - Daniel Kahneman, Nobel Prize laureate and author of Thinking, Fast and Slow and Noise "If there is only one book you'll ever read, if there is only one expert whose advice you'll trust, it should be this book and this author, Robert Cialdini." - Angela Duckworth, author of Grit and founder and CEO of Character Lab "This is the most important book ever written about the science of persuasion, and it just keeps getting better. I can't imagine a more fascinating, more practical read." - Adam Grant, New York Times bestselling author of Think Again and Originals and host of the TED podcast WorkLife "Anyone who wants their abilities in communication or negotiation to be at their highest level has to read Robert Cialdini's book Influence. Your knowledge base is simply incomplete without it." - Chris Voss, author of the Wall Street Journal bestseller Never Split the Difference "Influence is now even more practical and powerful. The new principle of unity alone is a game changer. Bravo!" - BJ Fogg, Ph.D., founder of Stanford's Behavior Design Lab "The clouds have parted for everyone who wants to dent the universe. A new edition of what is already indispensable just got more so." - Guy Kawasaki, chief evangelist of Canva and creator of the Remarkable People podcast "In this update of his classic book, the world's most practical social psychologist shares his wisdom and reveals his charm. There's dynamite here. Please use what you learn with care!" - Richard Thaler, Nobel Prize laureate and author of Nudge and Misbehaving "If you could read just one book on how to be more effective in business and life, I'd pick Influence. It's a tour de force that Cialdini has somehow made more marvelous." - Katy Milkman, professor at the Wharton School, host of the Choiceology podcast, and author of How to Change "A phenomenal book! Whether you seek to boost sales, strike a better deal, or improve your relationships, Influence offers scientifically tested principles that can change your life." - Daniel L. Shapiro, Ph.D., founder and director of the Harvard International Negotiation Program and author of Negotiating the Nonnegotiable "Influence richly deserves its status as the definitive book on the subject. I learned so much from this revised edition, and so will you." - Tim Harford, author of The Data Detective (US)/How to Make the World Add Up (UK) "Prepare to be dazzled. Bob Cialdini is the godfather of influence, and the original version of this book is already a classic. Whether you're trying to influence or understand how others influence you, this book will show you how." - Jonah Berger, professor at the Wharton School and author of Contagious and The Catalyst "A remarkable effort and achievement. Influence remains the brilliantly written treatise on fundamental principles of human behavior, with the addition of a timely new principle." - Jeffrey Pfeffer, Thomas D. Dee II Professor of Organizational Behavior at the Stanford Graduate School of Business and author of Power: Why Some People Have It-and Others Don't "Influence is a modern business classic that has profoundly shaped the fields of marketing and psychology. Robert Cialdini's new edition makes a brilliant book even better, with robust new insights and examples." - Dorie Clark, author of Reinventing You and executive education faculty, Duke University Fuqua School of Business "The new Influence is nothing short of a masterpiece. The writing is both timeless and worth reading immediately." - Joe Polish, founder of Genius Network "Influence is a must-read for anyone who wants to understand the decision-making process. It is simply essential reading in the canon of psychology and behavioral finance." - Barry Ritholtz, chairman and chief investment officer of Ritholtz Wealth Management "Cialdini has made a classic even better. This updated edition of Influence affirms its place as one of the most important books on business and behavior of the last fifty years. The new additions are terrific." - Daniel H. Pink, author of When, Drive, and To Sell Is Human "Influence is the only book I've assigned to my organizational behavior students at Stanford for the last twenty-five years. Students love it, and, years later, rave about how helpful it is has been throughout their careers. The new version is even more useful and nuanced- and even more fun to read." - Robert I. Sutton, professor at the Stanford Graduate School of Business and author of seven books, including New York Times bestsellers The No Asshole Rule and Good Boss, Bad Boss "Like every psychologist I know (and like many thousands of others who are curious about how the world works), I got my start learning about persuasion with Bob Cialdini's Influence. This revised edition builds so meaningfully on the worn first edition sitting next to my desk-Influence will continue to clarify and inspire the art and science of persuasion for years to come." - Betsy Levy Paluck, professor of psychology and public affairs, deputy director of the Kahneman-Treisman Center for Behavioral Science and Public Policy, Princeton University "Robert Cialdini is a pioneer in translating complex scientific work into a fun and digestible form that the rest of us can understand and benefit from. In this updated version of Influence, Cialdini updates what was already a powerhouse book with the latest, cutting edge research and new narratives to masterfully draw the reader in. Influence was always a must read and, now, it is even more so." - Annie Duke, author of Thinking in Bets and How to Decide - From the Publisher "In this update of his classic book, the world's most practical social psychologist shares his wisdom and reveals his charm. There's dynamite here. Please use what you learn with care!" - Richard Thaler A phenomenal book! Whether you seek to boost sales, strike a better deal, or improve your relationships, Influence offers scientifically tested principles that can change your life. - Daniel L. Shapiro Influence is now even more practical and powerful. The new principle of unity alone is a game changer. Bravo! - BJ Fogg If there is only one book you'll ever read, if there is only one expert whose advice you'll trust, it should be this book and this author, Robert Cialdini. - Angela Duckworth If you could read just one book on how to be more effective in business and life, I'd pick Influence. It's a tour de force that Cialdini has somehow made more marvelous. - Katy Milkman Robert Cialdini has done the impossible: he has improved a masterpiece. The new version of Influence is a marvelously rich and engaging account of the subtle power that people exert on each other. - Daniel Kahneman "Anyone who wants their abilities in communication or negotiation to be at their highest level has to read Robert Cialdini's book Influence. Your knowledge base is simply incomplete without it." - Chris Voss The clouds have parted for everyone who wants to dent the universe. A new edition of what is already indispensable just got more so. - Guy Kawasaki Influence richly deserves its status as the definitive book on the subject. I learned so much from this revised edition, and so will you. - Tim Harford This is the most important book ever written about the science of persuasion, and it just keeps getting better. I can't imagine a more fascinating, more practical read. - Adam Grant Influence is a must-read for anyone who wants to understand the decision-making process. It is simply essential reading in the canon of psychology and behavioral finance. - Barry Ritholtz "Influence is the only book I've assigned to my organizational behavior students at Stanford for the last twenty-five years. Students love it, and, years later, rave about how helpful it is has been throughout their careers. The new version is even more useful and nuanced- and even more fun to read." - Robert I. Sutton Influence is a modern business classic that has profoundly shaped the fields of marketing and psychology. Robert Cialdini's new edition makes a brilliant book even better, with robust new insights and examples. - Dorie Clark Prepare to be dazzled. Bob Cialdini is the godfather of influence, and the original version of this book is already a classic. Whether you're trying to influence or understand how others influence you, this book will show you how. - Jonah Berger The new Influence is nothing short of a masterpiece. The writing is both timeless and worth reading immediately. - Joe Polish "Robert Cialdini is a pioneer in translating complex scientific work into a fun and digestible form that the rest of us can understand and benefit from. In this updated version of Influence, Cialdini updates what was already a powerhouse book with the latest, cutting edge research and new narratives to masterfully draw the reader in. Influence was always a must read and, now, it is even more so." - Annie Duke A remarkable effort and achievement. Influence remains the brilliantly written treatise on fundamental principles of human behavior, with the addition of a timely new principle. - Jeffrey Pfeffer Cialdini has made a classic even better. This updated edition of Influence affirms its place as one of the most important books on business and behavior of the last fifty years. The new additions are terrific." - Daniel H. Pink Like every psychologist I know (and like many thousands of others who are curious about how the world works), I got my start learning about persuasion with Bob Cialdini's Influence. This revised edition builds so meaningfully on the worn first edition sitting next to my desk-Influence will continue to clarify and inspire the art and science of persuasion for years to come. - Betsy Levy Paluck The material in Cialdini's Influence is a proverbial gold mine. - Journal of Social and Clinical Psychology "For marketers, this book is among the most important books written in the last ten years." - Journal of Marketing Research This book will strike chords deep in the hearts and psyches of all of us. - Best Sellers Magazine Influence should be required reading for all business majors. - Journal of Retailing For markters, this book is among the most important books written in the last ten years. - Journal of Mariketing Research