Influence: The Psychology of PersuasionInfluence, 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