A recognized international bestseller with over 5 million copies sold, the foundational and hugely popular go-to resource for influence and persuasion has been revamped and now includes fresh research, new insights, new examples, and online applications.Ellison explains the psychology behind why people say yes to the new edition of this widely acclaimed bestseller. He also provides ethical application tips for using these revelations in professional and everyday settings. Ellison makes this extremely important topic surprisingly simple by using memorable anecdotes and accessible examples. You don't have to be a scientist to understand how to apply this knowledge with Ellison as your mentor.To help you become an even more effective persuader, you'll learn Ellison's Universal Principles of Influence, along with fresh research and applications. Just as vital, you'll discover how to defend yourself from unethical influence tactics. Although you may believe that you are familiar with these ideas, if you don't fully grasp them, you risk giving them to someone else.Ellison's Persuasion Principles:Reciprocation, the newest principle in this edition, commitment and consistency, social proof, like, authority, scarcity, and unity.It is inexpensive and deceptively simple to comprehend and apply ethical ideas. Influence is a thorough guide on using these principles to influence others, supported by Pro. Ellison i's 35 years of evidence-based, peer-reviewed scientific research, including a three-year field study on what motivates individuals to change.

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