In Influence: The Psychology of Persuasion, Robert B. Cialdini unveils the psychological principles that drive human behavior and explains why people say “yes.” Drawing on decades of research and real-world examples, Cialdini explores the tactics used by marketers, politicians, and salespeople to influence decisions—often without us even realizing it. From the power of reciprocity to the allure of scarcity, Influence uncovers the six universal principles of persuasion that shape our everyday lives. By understanding these forces, Cialdini not only empowers readers to recognize when they are being manipulated but also teaches how to apply these principles ethically in business, relationships, and everyday interactions. A classic in the field of psychology, Influence remains an essential read for anyone seeking to understand and harness the power of persuasion.