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• It discusses about different methods of persuasion which can be used or abused to influence and convince people.

• The author of the book Professor Cialdini explicates how these methods should be applied, why they work, and how we can resist them.

• The book opens with listing following tools of persuasion as: reciprocation, commitment and consistency, social proofs, attraction, authority, and scarcity.

• In each chapter are these tools extensively elaborated and there are also lots of examples that help us with understanding the given method.

• Frist, Professor Cialdini focuses on "Weapons of influence." The book points out how much human and also animal behavior is automatic.

• In the chapter 2 Cialdini draws attention to the rule in which all people are more prone to agree with any request if the reason is already given.

• “People simply like to have reasons for what they do." According to Cialdini using just the word “because” increases our chances to make somebody agree with our request The final chapter concludes the Principle of Scarcity, Cialdini sets the example of people who are talking to us and all of the sudden their their phone start to ringing .They forget about us and just rush to answer the phone.

• He emphasizes that one should not answer phone if one talks to someone, because in their mind the call might be more important “SARCE”.

• I found The book “ Influence – The Psychology of Persuasion” very succulent and I would highly recommend it both to students of psychology as well as for all people who anyone who likes to read a little social science just to better understand the world or to those ones who want to become more aware on the tricks that are being played on us these days in the world.

• In addition , in the book we can find also numerous examples experiences, psychological tests, and reaches that are given by Robert Cialdini and also by others psychologists. .