Robert B Cialdini

Dr. Robert Cialdini explains the psychology of why people say "yes"--And how to apply these understandings. You'll learn the six universal principles, how to use them to become a skilled persuader -- and how to defend yourself against them.

Examines the art of effective persuasion to argue that its secret lies in a key moment before messages are delivered, sharing strategies for how to psychologically prepare one's listeners to render them most receptive. Social psychologist Robert Cialdini shines a light on peak persuasion and reveals that the secret doesn't lie in the message itself, but in the key moment before the message is delivered. What separates average persuaders from extraordinarily...