Is the “godfather of influence” still relevant?

This book provides specific and easily applicable guidelines based on 40 years of practical experience and the insights of today's most important behavioral scientists, such as Fogg, Cialdini, and Kahneman. It includes over 40 real-life success cases and more than 150 illustrations of dos and don'ts, making it a comprehensive resource for designing and improving online customer journeys. The authors blend Robert Cialdini’s work on influence with BJ Fogg’s work on habits to teach scientifically proven ways to enhance online responses.

In this highly acclaimed book, Dr. Robert B. Cialdini explains the psychology behind why people say yes and how to apply these insights ethically. The book outlines six universal principles of influence: Reciprocation, Commitment and Consistency, Social Proof, Liking, Authority, and Scarcity. The new and expanded edition includes a seventh principle, Unity, along with new research, insights, and examples. Cialdini uses memorable stories and relatable examples to make the subject accessible and easy to understand, helping readers become more skilled persuaders and defend themselves against unethical influence attempts.