Influence: The Psychology of Persuasion by Robert B. Cialdini
Formerly: Influence: Science and Practice (Mastering the Inner Game of Wealth)
From the back cover:
What factors cause someone to say yes? And which techniques most effectively use these factors to bring about such compliance? In his bestselling book, Robert Cialdini, former salesperson, fundraiser, and advertiser, and current professor of social psychology, examines the science and practice of persuasion and compliance. Praised for its enjoyable writing, practical suggestions, and scientifically documented content, prior editions have been widely read by business professionals, fundraisers, and those interested in psychology. The new edition includes:
• twice as many first hand accounts of how the book’s principles apply to business and personal lives;
• updated coverage of popular culture and new technology; and
• more on how compliance principles work in many cultures.