Influence

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Features: Politicians use influence to win elections, merchants use influence to sell products, and salespeople use influence to persuade you to obediently hand over your money. Even your friends and family may unknowingly use influence on you. But why, when a request is made in a different way, does your reaction change from negative resistance to active cooperation? This fun and engaging book will tell you. Since its publication, it has been one of the best-selling books. Due to its influence, persuasion has become a science. Whether you are an ordinary person or someone who advocates for a product or cause, this is a fundamental book, the cornerstone of understanding human psychology. (Amazon.com editorial review) The Influence is one of the most important books in the marketing field in the past decade. (Marketing Research Magazine) The Influence is an outstanding book on social psychology. (David Mayer, Hope College) The Influence is a book that everyone can understand. Rather than being written for marketing professionals, it is written for everyone – each person who deals with coordination and purchasing. (Roger Fisher, Director of the Harvard Negotiation Project)