Influence: Science and Practice

"Influence: Science and Practice" is a book by Robert Cialdini that explores how people are persuaded and why they say "yes." It identifies six key principles—such as reciprocity, commitment, social proof, authority, liking, and scarcity—that shape human decision-making. The book combines research findings with practical examples, helping readers understand how influence works in everyday situations like marketing, negotiations, and relationships. Its goal is to equip people with insights to recognize persuasion techniques and ethically apply them to influence others effectively.