Arguably the best book ever on what is increasingly becoming the science of persuasion. Whether you're a mere consumer or 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. Recommended.

Influence, the classic book on persuasion, explains the psychology of why people say "yes"—and how to apply these understandings. Dr. Robert Cialdini is the seminal expert in the rapidly expanding field of influence and persuasion. His thirty-five years of rigorous, evidence-based research along with a three-year program of study on what moves people to change behavior has resulted in this highly acclaimed book.

You'll learn the six universal principles, how to use them to become a skilled persuader—and how to defend yourself against them. Perfect for people in all walks of life, the principles of Influence will move you toward profound personal change and act as a driving force for your success.

This is by far the most interesting, useful, and important book that I read in college. Buy it, read it, learn all the tricks that people use to influence you as well as ways to combat those tricks and use them for your own good.

*****
James Gavitt says:
I was also confused by the choice between the two books and contacted someone at the Influence at Work organization. He replied, "Although both books are based on Dr. Cialdini's years of research into the Six Principles of Influence, Influence: The Psychology of Persuasion is an older edition. There are more updated references, more recent examples and more current stores in Influence: Science & Practice. Generally, Influence: Science and Practice is a more complete discussion of the topic. We do not recommend purchasing both books."
*****

I wish I had read this comment before purchasing this book. I am frankly amazed that there are current multistar reviews for a work so badly in need of updating. I'm only about 50 pages in and have already read about 10 cent Cokes, overpriced $1 candy bars, Hare Krishna in airports, and a new organization called Amway. Suffice it to say that this detracts seriously from the material, especially when a major premise so far is that people are giving the Krishna money because they feel the inborn need to reciprocate a gift (flower, booklet, whatever) rather than hoping a token dollar will geet the creeps off of their backs. I refer to this situation as the "giving the wolves a scrap of meat to fight over in the hopes that they stop following you" reaction. I know not a single person who ever felt compelled to "reciprocate" when a gift of less-than-zero value was forced upon them by beggars, but know several who hoped a token gift would buy them peace.

I can't remember which review of the newer book convinced me to start with this one, but I'll be sure to comment on it when I do. I'll be buying the other, newer book and donating this one to my local library.

I found some of these advices very much used and known, some new and helpful. Quite logic due to the 'age' of the writing. Anyway I was satisfied with the reading and I reccommend it to get a complete view of the issue.

This book is masterfully written. Dr. Cialdini really knows his stuff, what is more, he knows how to keep a reader engaged. This book was recommended by a student at Northwestern's Kellogg school of management. If you want to be able to compete with the likes of that tier of professionals, this is a must read.

Cialdini's book elucidates the insidious strategies of compliance that are used by consumerists, marketers, politicians, and compliance experts to manipulate the masses.
His book is simple yet enlightening.
It makes an interesting and edifying reading.