Influence: The Psychology of Persuasion

“We can begin by talking about the book INFLUENCE, which resulted from my 2 1/2 year program of research into the training programs of all of the difference influence professions. To see what they do to get us to say “yes”. I was surprised by one thing that I encountered in all of these programs. There were only 6 universal principles. Now there were hundreds – maybe thousands – of individual tactics. But only 6 universal principles of influence that seemed to capture the great majority of what all of these individuals were doing.”

– Robert Cialdini, author of INFLUENCE: THE PSYCHOLOGY OF PERSUASION