A classic book on persuasion, Influence explains the psychology of why people say

“yes” and how to apply this understanding.

PDA Library

Dr. Robert Cialdini is an innovative expert in the rapidly expanding field of influence and persuasion.

With 35 years of rigorous, evidence-based

research and a three-year program of research into what causes behavior change in people,

the book has been highly acclaimed.

You’ll learn six universal principles, how to use them to become a good

persuader,

and how to defend them.

Perfect for people of all walks of life,

the principles of Influence will lead you to profound

personal transformation and fuel your success.

Influence – The Psychology of Persuasion (Collins Business Essentials)