People:  Author of Influence: Science and Practice

With more than over two million copies sold worldwide, Influence has established itself as the most important book on persuasion ever published. Robert Cialdini, Ph.D explains why some people are remarkably persuasive and how you can beat them at their own game. You’ll learn the six psychological secrets behind our powerful impulse to comply, how skilled persuaders use them without detection, how to defend yourself against them-and how to put those secrets to work on your own behalf. Whether you are a mere consumer of someone weaving the web of persuasion to urge others to buy or vote for your product, this is an essential book for understanding the psychological foundations of marketing.
The material Cialdini presents guarantees two things:

• You’ll never say “yes” when you really mean “no”
• You’ll make yourself more influential than ever before

Extensive training in the psychology of influence, together with over 30 years of research into the subject, has earned Dr. Cialdini an international reputation as an expert in the field of persuasion, compliance. Influence has been listed on   the New York Times Best Seller List. Fortune Magazine lists Influence in their “75 Smartest Business Books.”