The widely adopted, now classic book on influence and persuasion???a major national and international bestseller with more than four million copies sold!,In this highly acclaimed New York Times bestseller, Dr. Robert B. Cialdini???the seminal expert in the field of influence and persuasion???explains the psychology of why people say yes and how to apply these principles ethically in business and everyday situations.,You???ll learn the six universal principles of influence and how to use them to become a skilled persuader???and, just as importantly, how to defend yourself against dishonest influence attempts.