Have you ever wondered why you say "yes" when you meant to say "no"? In his groundbreaking classic, Influence: The Psychology of Persuasion, Dr. Robert B. Cialdini uncovers the six universal principles that cause you to comply. Based on fascinating, evidence-based research, this book reveals the hidden psychological triggers that skilled persuaders use to their advantage. Learn to recognize these powerful tactics, defend yourself against them, and harness them ethically to become a master of influence in your own life. It’s the essential guide to understanding human behavior.