Robert Cialdini is the author of Influence: The Psychology of Persuasion as well as many other titles. In this book, Robert Cialdini takes a scientific approach to influence and persuasion. This would be good for anyone in sales or marketing, as well as the consumer who wants to understand more the advertising pitches thrown at them each day in the media.

With so many big companies gunning for the consumer with manipulative tactics in their advertising, you won’t ever look at commercials and ads in quite the same way, being aware of the methods used in the advertising business. This isn’t just the musings of one guy, he cites many scientific studies and research and Robert Cialdini’s writing style makes for an easy read.

Robert Cialdini focuses on 6 marketing “weapons”: reciprocation, commitment and consistency, social proof, liking, authority and scarcity. Each is explored in depth and with a witty style. Many salespeople say that persuasion is more of an art form than a science but this book will turn them around with plenty of relevant examples. Reviews on Amazon are plentiful and overwhelmingly positive. The Psychology of Persuasion should be required reading for teenagers before they get their first credit card as well as anyone in sales or marketing.