This book was assigned in my Social Influence class and I loved it! Cialdini has done tons of interesting research and is clearly very accomplished in the Psych field, yet he can write a book that everyone (non-Psych majors included) can understand. Each social tactic is explained thoroughly and he uses a lot of stories as well as his own experiments to back it up. I love how he peppers his anecdotes with his sense of humor ("Looking somewhat embarrassed because his father seemed to be raving while inexplicably soaking his socks in a small puddle and waving his shoes around...")

You'll kick yourself every time he points out how you've fallen for an influence tactic and didn't even know it.