"What factors cause someone to say yes? And which techniques most effectively use these factors to bring about such compliance? In his best-selling book, Robert Cialdini, former salesperson, fund-raiser, and advertiser, and current professor of social psychology, examines the science and practice of persuasion and compliance. Praised for enjoyable writing, practical suggestions, and scientifically documented material, prior editions have been widely read by business professionals, fundraisers, and those interested in psychology. This new edition includes twice as many first-hand accounts of how the book's principles apply to business and personal lives ; updated coverage of popular culture and new technology ; and more on how compliance principles work in many cultures"--Back cover.

Preface -- Introduction -- Chapter 1. Weapons of Influence -- Click, whirr -- Betting the shortcut odds -- The profiteers -- Jujitsu -- Summary -- Study questions -- Chapter 2. Reciprocation: The Old Give and Take ... and Take -- How the rule works -- The rule is overpowering -- Politics -- The not-so-free sample -- The rule enforces uninvited debts -- The rule can trigger unequal exchanges -- Reciprocal concessions -- Rejection-then-retreat -- Reciprocal concessions, perceptual contrast, and the Watergate mystery -- Damned if you do, damned if you don't -- Here's my blood, and do call again -- The sweet, secret side effects -- Responsibility -- Satisfaction -- Defense -- Rejecting the rule -- Smoking out the enemy -- Summary -- Study questions -- Chapter 3. Commitment and Consistency: Hobgoblins of the Mind -- Whirring along -- The quick fix -- The foolish fortress -- Seek and hide -- Commitment is the key -- Hearts and minds -- The magic act -- The public eye -- The effort extra -- The inner choice -- Growing legs to stand on -- Standing up for the public good -- Defense -- Stomach signs -- Heart-of-hearts signs -- Special vulnerabilities -- Summary -- Study questions -- Chapter 4. Social Proof: Truths Are Us -- The principle of social proof -- People power -- After the deluge -- Cause of death: uncertain(ty) -- A scientific approach -- Devictimizing yourself -- Monkey me, monkey do -- Monkey die -- Monkey island -- Defense -- Sabotage -- Looking up -- Summary -- Study questions.