Influence: The Psychology of Persuasion – Paperback

Why do people say “yes”? What makes certain requests, messages, and offers more persuasive than others? In Influence: The Psychology of Persuasion, renowned psychologist Dr. Robert B. Cialdini explores the psychology behind persuasion and the factors that influence our decisions.

Drawing on decades of research, real-world observations, experiments, and behavioural studies, Cialdini explains the fundamental principles that shape human responses and everyday decision-making. The book presents six universal principles of influence, offering readers practical insights into how persuasion works and how these techniques can be applied responsibly in everyday life.

From marketing and business to relationships and personal interactions, the principles in this book can help readers better understand why people respond the way they do. Just as importantly, the book helps readers recognise persuasive tactics so they can make more informed decisions and protect themselves from unwanted influence.

Written in an accessible and engaging style, Influence is an essential read for anyone interested in psychology, marketing, communication, negotiation, sales, leadership, and personal development.

Key Highlights

Explore the psychology behind persuasion and influence

Learn six fundamental principles that shape human behaviour

Understand how persuasive techniques work in everyday situations

Develop greater awareness of marketing and sales strategies

Recognise and guard against manipulative influence

Apply behavioural insights to communication, business, and personal interactions

A valuable resource for students, professionals, marketers, entrepreneurs, and curious readers

Author: Dr. Robert B. Cialdini

Series: Collins Business Essentials

Format: Paperback

ISBN: 978-0061241895

Understand why people say “yes”—and become a more informed decision-maker in a world built around persuasion.

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