Includes bibliographical references and index.

Weapons of influence -- Reciprocation : the old give and take...and take -- Commitment and consistency : hobgoblins of the mind -- Social proof : truths are us -- Liking : the friendly thief -- Authority : directed deference -- Scarcity : the rule of the few -- Epilogue. Instant influence : primitive consent for an automatic age.

"Explains the psychology of why people say "yes" - and how to apply these understandings. This book aims to teach the six principles, how to use them to become a skilled persuader - and how to defend yourself against them"