Influence, New and Expanded

A revised edition of the bestselling resource on influence and persuasion, this title brings together new research, fresh examples, and online applications. It centres on the psychology behind why people say yes and presents the principles that shape decision making, including the newest addition, Unity.

Readers who want a clear, practical understanding of persuasion will find a straightforward guide to using these ideas ethically and to recognising when they are being used on them. Memorable stories and relatable examples make the subject accessible without losing its scientific foundation.