INFLUENCE: The Psychology of Persuasion
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This is arguably the best book
ever on what is increasingly becoming the science of persuasion. The
principles—consistency, reciprocation, social proof, authority,
liking, and scarcity are each discussed in terms of their function in
society and how their enormous force can be commissioned by a
compliance professional. Each principle is examined as to its ability to
produce a distinct kind of automatic, mindless compliance from people,
that is, a willingness to say yes without thinking first.
Softcover, 320 pages