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

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