Newton Books Influence, New and Expanded: The Psychology of Persuasion

Why do people say yes, and how can you ethically increase your chances of hearing it? Influence is the foundational and wildly popular resource on influence and persuasion, with over 5 million copies sold worldwide. This New and Expanded edition adds new research, new examples and a new chapter on the unity principle, along with fresh insights for digital business. Robert Cialdini uses memorable stories and relatable examples to make the science of persuasion easy to understand and apply.

Robert B. Cialdini, Ph.D., is Regents’ Professor Emeritus of Psychology and Marketing at Arizona State University and the president of Influence At Work. He is the New York Times bestselling author of Pre-Suasion and a leading expert in the science of influence. His work, based on decades of research, is used by organizations around the world.

What You’ll Learn:

How the seven universal principles of influence work: reciprocation, commitment, social proof, liking, authority, scarcity and unity

How to apply these principles ethically in business, sales and daily life

How to understand why people say yes and what shapes their decisions

How to defend yourself against unethical attempts to influence you

How to use new insights for digital marketing and online persuasion

Perfect For: Business owners, marketers, sales professionals, managers, entrepreneurs, students of psychology and anyone who wants to communicate and persuade more effectively. It is also an excellent resource for leaders, negotiators and teams.

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