Influence: The Psychology of Persuasion is a groundbreaking book that explains the science behind why people say “yes”—and how you can ethically apply these principles to everyday life. Dr. Robert Cialdini reveals six universal persuasion triggers: reciprocity, commitment, social proof, authority, liking, and scarcity. Through fascinating studies and real-world examples, he shows how marketers, leaders, negotiators, and even strangers use these psychological shortcuts to shape decisions. The book teaches you how to recognize when persuasion is being used on you—and how to use these tools responsibly to become more influential. Clear, engaging, and backed by decades of research, it remains one of the most important books on psychology and human behavior.