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Don’t exactly remember where I got the reference for this book but I would like to thank the person/site that mentioned it to me.

Influence: Science and Practice, by Robert B. Cialdiniis a book that opens your eyes. To the world surrounding us and to the compliance tactics smart and cunning people have used to exploit us of our money and joy. No matter who we are, what we want to become, or what we already do, we are constant preys to such people. Think about the TV advertising you just saw, your car salesman, or even the innocent looking boy who came to sell you magazine subscriptions. They are all employing some common tactics that “forces” you to take decisions favorable to them.

Most common uses of these practices are during the course of a negotiation. An intelligent negotiator can employ these mind games to gain an upper hand. You will be astounded when you realize the simplicity of the idea and the enormity of the results it produce. Maybe even you can learn a trick or two to weave into your next negotiation. I also believe that this book will aid you in your relationships – be it as a father, employer, or a friend. The goal should be to reach a conclusion that is favorable to all, not just oneself. Per this book, most of it is psychological!!!

Dr. Cialdini offers great insights into a number of such tactics used. He explains, clearly and lucidly, the fundamentals behind our reactions and backs it up with rich examples and references to research publications. Popular blogger Guy Kawasaki has an interview of Dr. Cialdini on his website. Do check it out.

I would most definitely recommend this book to just about everyone. I am going to buy this book (borrowed from the library this time) and keep in my meaningful-self-help-books shelf.