What is the psychology that drives people to say yes? Influence ...in 30 Minutes is the essential guide to quickly understanding the psychology of influence as outlined in Robert B. Cialdini's best-selling book, Influence: The Psychology of Persuasion. Learn the key ideas behind Influence in a fraction of the time: Discover the six universal principles to becoming a skilled persuader. Understand why people say yes, and learn how to counteract these persuasive tactics when they are used in an exploitive manner. Illustrative case studies reveal Cialdini's groundbreaking research in the psychology of influence. In Influence, Robert B. Cialdini, PhD, best-selling author and expert in the field of influence and persuasion, has compiled over thirty-five years of evidence-based research to offer fundamental insights into the psychology of compliance. Through experimental studies and an immersion in the world of compliance professionals—politicians, fund-raisers, recruiters, advertisers, marke