Dr. Robert B. Cialdini’s book ‘Influence: The Psychology of Persuasion’ is based on the understanding and study of why people tend to say ‘Yes?’ The author has conducted significant and thorough investigation into people’s minds and general psychology. His findings lead him to write this book about the art of persuasion and how one can utilise their understanding of psychology to their advantage. The book is the product of a 35-year investigation that included surveys, evidence, experiments, and a three-year study of human behaviour.
