Brilliant book! I first read Cialdini book several years ago and I try to make it my routine to read it at least every year since then. Professor Cialdini through many fascinating examples leads us on a journey to find how we are being persuaded to act and react in many ways that are not always to our benefits.

Professor Cialdini review in this book six main factors that influence our behaviors: reciprocation, liking, scarcity, authority, commitment/consistency and social proof, the books explain scientifically (but in a way that almost anyone can understand) why we behave they way we do when faced with each of these influence powers.

Some of the scientific studies and the stories in this book are mind boggling, and the brave ones among us may even admit that we all have been influenced without knowing it.