Summary of Influence, New and Expanded

Influence, New and Expanded is a book by Robert Cialdini that offers a look into the science and practice of persuasion.This groundbreaking work, which has been lauded as the definitive resource on influence, has been revised and updated to include the latest research in social psychology, evolutionary psychology, neuroscience, and marketing, as well as dozens of new examples from real-world settings. The book maps out the six universal principles (Reciprocity, Consistency, Social Proof, Authority, Liking, and Scarcity) that humans use to make decisions, and provides step-by-step instructions to use each of them ethically and effectively. It goes on to explain how to detect when others are using them against you and how to develop strategies to protect yourself. Ultimately, readers will learn how to use these principles persuasively, while still maintaining their integrity and staying within the bounds of moral and legal behavior.