I have read a fair amount of literature about psychology, group dynamics and social influence - mostly from various little articles and blogs in the net, so although I knew many of the topics covered in the book, I am pleasantly surprised that I didn't know most of it. Now I do. This book pretty much covers all the popular studies done on the human psyche and far from being an academic paper, brings the Psychology of Persuasion to the masses in a well articulated, well referenced, book.

I especially liked how the book used said studies in how it affects daily, and non-daily lives. For example: Scarcity. We already know that something being scarce increases it's perceived value, but then the book goes on to say WHY does scarcity increases perceived value and draws yet another example of how the 1960s Black Revolution stemmed from scarcity. Who would have known?

The subject is intriguing to say the least. Wouldn't you like to know what makes you decide, and what you can do to help someone else decide? ;)