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Influence: The Psychology of Persuasion by Robert Cialdini
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In Influence, psychologist, Robert Cialdini, explains the key psychological principles that cause people to say "yes." Drawing on years of research, he outlines six universal principles of persuasion and shows how they can be ethically used - or resisted- in daily life, business and marketing.
Understanding these principles, helps you recognize when others are trying to influence you- and allows you to use them ethically to motivate, persuade, and communicate more effectively.
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