Cialdini synthesizes decades of research on persuasion into a set of core principles that reliably influence human behavior: reciprocity (feeling obligated to return favors), commitment/consistency (staying true to prior choices), social proof (following the crowd), authority (deferring to experts), liking (saying yes to people we like), scarcity (valuing what is scarce), and unity (shared identity). The New and Expanded Edition incorporates recent empirical findings, personal stories, and reflections on how these levers are used in marketing, politics, and everyday life, and discusses ethical applications of the science of influence.
From Harper Collins