Influence: The Psychology of Persuasion, written by Robert Cialdini, is a reference guide describing the persuasion process, especially in the business field. Based on Cialdini's experiences and laboratory experiments, this book focuses on demonstrating how people can be persuaded in all areas of life through the principles of reciprocity, scarcity, authority, commitment and consistency, liking and consensus (social proof). We recommend this book, which provides information about persuasion in the nature of advertising, to our department students.
