How is it that door-to-door salespeople, marketers, car dealers, politicians, strangers, con artists, and cult leaders are able to persuade people to do things that they wouldn't ordinarily do? That's the question Robert B. Cialdini asked himself after falling victim to a huckster's influence one time too many. But instead of shrugging his shoulders, this professor of psychology decided to study the phenomenon and find out if there is a set of common techniques used to convince people to hand over their money or time against their better judgment. And he discovered that indeed there was, and wrote a book about it called Influence: The Psychology of Persuasion.
The book covers the six methods used to influence people to do things that aren't necessarily in their best interest.