The Psychology of Persuasion
About the Summary
Robert Cialdini is a self-described “patsy” who has always been an “easy mark” for anyone selling anything. He became an experimental social psychologist and started to research the psychology of compliance. Cialdini began to look to the group of people he calls “compliance professionals” whose very livelihood depends on their ability to get someone to agree with their mission. It is this work that led to Influence: The Psychology of Persuasion. In it, he explains the psychology of why people say yes and how to apply these insights ethically in business and everyday settings.