The Pyschology of Persuasion



About The Book

Influence, New and Expanded

The Pyschology of Persuasion

The foundational and wildly popular go-to resource for influence and persuasion—a renowned international bestseller, with over 5 million copies sold—now revised adding: new research, new insights, new examples, and online applications. In the new edition of this highly acclaimed bestseller, Dr. Robert Cialdini—New York Times bestselling author of Pre-Suasion and the seminal expert in the fields of influence and persuasion—explains the psychology of why people say yes and how to apply these insights ethically in business and everyday settings.
Using memorable stories and relatable examples, Dr. Robert Cialdini makes this crucially important subject surprisingly easy. With Dr. Robert Cialdini as a guide, you don’t have to be a scientist to learn how to use this science. You’ll learn Cialdini’s Universal Principles of Influence, including new research and new uses so you can become an even more skilled persuader—and just as importantly, you’ll learn how to defend yourself against unethical influence attempts. You may think you know these principles, but without understanding their intricacies, you may be ceding their power to someone else.

Cialdini’s Principles of Persuasion:

  • Reciprocation
  • Commitment and Consistency
  • Social Proof
  • Liking
  • Authority
  • Scarcity
  • Unity, the newest principle for this edition
Understanding and applying the principles ethically is cost-free and deceptively easy. Backed by Dr. Cialdini’s 35 years of evidence-based, peer-reviewed scientific research—including a three-year field study on what leads people to change—Influence is a comprehensive guide to using these principles to move others in your direction.


“Bob Cialdini is a great observer, and keen observations have been the key to some of his great work… It’s really inspiring to look at his work.”


Daniel Kahneman

Emeritus Professor of Psychology Nobel Prize Winner

“If the President had to have one advisor with him at all times, my nomination would be Bob Cialdini, the worl’ds most practical social pyschologist, and the master of ‘Influence’.”

Richard Thaler

Professor of Behavioral Science Economics Nobel Prize Winner

“‘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

About the Author

Dr. Robert Cialdini

Dr. Robert Cialdini is an award-winning and New York Times best-selling author. His books have sold over 7 million copies in 48 languages. And now with Cialdini Institute,  he now offers a significant next step by translating what’s in the books into highly practical programs, revealing the hidden gems that can’t be found in the books or anywhere else.

Dr. Robert Cialdini is known globally as the foundational expert in the science of influence and its ethical application.

His seven Principles of Persuasion have become a cornerstone for people serious about increasing their influence. The results of his scientific research, his sold-out keynotes, and his bestselling books have earned him a worldwide reputation and the label of “Godfather of Influence.” Ask 100 of the world’s top CEOs and entrepreneurs (including Elon Musk, Mark Cuban, and Jeff Bezos), and the book they most frequently mention is Influence.*

All of Dr. Robert Cialdini’s work is grounded in science. But there’s something he regards as just as important: ethics. Ethics are important not only because an ethical approach helps you do the right thing, but also because an unethical approach will backfire eventually, as his research clearly shows. Once you understand the science and respect the ethics, successful application will almost certainly result after signing up to follow one of Dr. Robert Cialdini’s certification programs.

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