This is what Robert Cialdini’s Influence: The Psychology of Persuasion sets out to answer. The book shows how the persuaders of the world use our basic mental instincts against us, transforming them into tools of compliance. By exploring the origins and common uses of six principles of persuasion — reciprocity, commitment/consistency, social proof, liking, authority, and scarcity — you’ll learn to spot when you’re being hustled and discover how to beat the persuaders at their own game.