In the book Influence:The Psychology of Persuasion, Robert Cialdini, PhD outlines the psychology of why people say yes. Cialdini is a professor of both psychology and marketing. In addition, he has his own consulting firm and is a sought after international speaker. The book was a culmination of research and essentially outlines for readers ways in which they can learn how to persuade effectively. The book examines how readers can use, “triggers” or “weapons of influence” to persuade people to take a certain course of action. The six psychological triggers outlined are universal principles that Cialdini’s research revealed. The six triggers are: reciprocity, commitment & consistency, liking, authority, social proof and scarcity.

The book is a fascinating read and the examples used really emphasize why each of the principles are important. While published decades ago, the book is still influential and has been referenced numerous times both in psychology and in marketing circles. If you are interested in becoming more persuasive in your business or your personal life, pick up a copy today so that you can learn the psychology behind what it takes for people to say yes to you.