Explains the psychology of why people say yes and how to apply these insights ethically in business and everyday settings. Cialdini makes this crucially important subject surprisingly easy with memorable stories and relatable examples. With Cialdini as a guide, you don't have to be a scientist to learn how to use this science. You'll learn Cialdini's Universal Principles of Influence, including new research and new uses so you can become an even more skilled persuader-and just as importantly, you'll learn how to defend yourself against unethical influence attempts. You may think you know these principles, but you may be ceding their power to someone else without understanding their intricacies. Cialdini's Principles of Persuasion: Understanding and applying the principles ethically is cost-free and deceptively easy.