Author Robert B. Cialdini gave a wonderful explanations about the Psychology of Persuasion with his examples from animal Psychology,cult behavior,car sales,marriage and dating,child raising,suicides,group behavior to re-infor to make us clear.His classification of the six factors which influences people's behavior,compliance and opinions in a good manner.

The human mind is a wonderful thing, capable of the most wonderful thought processes and ideas. Yet the brain is on automatic pilot for most situations. That allows the conscious mind to really focus. The drawback is that some people will use our conscious inattention to sneak one by us, like a fastball pitch to a hitter looking for a change-up. Cialdini believes that influence is a science. He introduces you to six principles of ethical persuasion: reciprocity, scarcity, liking, authority, social proof, and commitment/consistency. A chapter is devoted to each and you quickly see why Cialdini looks at influence as a science. Each principle is backed by social scientific testing and retesting. Each chapter is also filled with interesting examples that help you see how each principle can be applied. Cialdini's book is a page turner. He picks examples from animal psychology, cult behavior, car sales, marriage and dating, child raising, suicides, group behavior to re-inforce. His classification of the six factors which influence people's opinions, behavior, and compliance. Cialdini makes a first-rate case for the science point of view. But maybe most importantly, he makes his case in a well-written, intelligent, and entertaining manner. Not only is this an important book to read, it is a fun book to read too.