Previous edition: New York: Morrow, 1984

First Collins business essentials edition published in 2007"--Title page verso."

"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"--

Preface --

Introduction --

Levers of influence : (power) tools of the trades -- Reciprocation : the old give and take -- Liking : the friendly thief -- Social proof : truths are us -- Authority : directed deference -- Scarcity : the rule of the few -- Commitment and consistency : hobgoblins of the mind -- Unity : the "we" is the shared me -- Instant influence : primitive consent for an automatic age