'Influence: The Psychology of Persuasion' is a Psychology book authored by Dr Robert B. Cialdini based on the understanding and study of why people tend to say 'Yes?. The author has done an extensive and rigorous research on the minds of the people and their general psychology. His findings have enabled him to come up with this book on the art of persuasion and how one can use the knowledge of this psychology for their own advantage. The book is the result of a thirty-five year long extensive research which involved surveys, evidence, experiments and as well as a three year long period of study on the behaviour of people. The book has been a widespread and mainstream success owing to its exceptional writing and ground breaking content. The book has received critical acclaim from all angles. The book puts forth six universal principles and teaches its readers the art of becoming a skilled persuader and in turn the knowledge of protecting yourself from other skilled persuaders. The book comes handy in all parts of life and will serve as a defining force in the change it brings to your lifestyle by pushing you towards a life of content and satisfaction. The book is strongly based on the foundation of marketing and helps to understand and analyse the same. The information in the book is presented in a lucid manner and effectively teaches the art of influence and persuasion which is gradually developing into a scientific field.

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