Influence: The Psychology of Persuasion

Over 5 Million Copies Sold — Now New and Expanded

Influence: The Psychology of Persuasion by Robert B. Cialdini, Ph.D. is the definitive guide to understanding why people say yes — and how to apply these insights ethically in business and life. A landmark work in psychology and marketing, this is the book Charlie Munger calls his top recommendation.

'This is the book that I give most often as a present and is my top recommendation.' — Charlie Munger

This new and expanded edition builds on Cialdini's original six principles of persuasion with fresh research, updated examples, and a brand-new chapter on the Unity Principle — the seventh key to influence.

This Expanded Edition Includes:

• New research and real-world examples
• A new chapter on the Unity Principle
• New insights specifically for digital businesses

The 7 Principles of Influence:

• Reciprocity — Give and you shall receive
• Commitment & Consistency — People honour their word
• Social Proof — We follow the crowd
• Authority — We trust experts
• Liking — We say yes to people we like
• Scarcity — Less is more desirable
• Unity — The shared identity principle (NEW)

Whether you're in sales, marketing, leadership, or simply want to understand human behaviour, Influence is an essential read. One of the most important business and psychology books ever written.