Influence

In an utterly fascinating investigation, the author delves into the reasons why people say "yes" and how to apply these understandings in countless different situations. The six common principles of persuasion are the following: reciprocity, commitment and consistency, social proof, authority, liking, and scarcity. The book gives practical insights and strategies of how one can be a skilled persuader, yet it does alert a reader to how such techniques may be used in a way against them. This indispensable guide amplifies personal influence, while providing tools for defending against manipulation in everyday life.