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Influence, New and Expanded

The Psychology of Persuasion

The book explores the psychological principles behind why people say "yes" and how to apply these understandings ethically in various aspects of life. It details six universal principles of influence—reciprocity, commitment and consistency, social proof, authority, liking, and scarcity—and discusses how to use them to become a skilled persuader.

Key points:

1. Reciprocity: People feel obliged to return favors. This can be used to persuade by first giving something.

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