Influence: Science and Practice is a Psychology book from 2003[1] examining the key ways people can be influenced by "Compliance Professionals". The book's author is Robert B. Cialdini, Professor of Psychology at Arizona State University.
The key premise of the book is that, in a complex world where people are overloaded with more information than they can deal with, people fall back on a decision making approach based on generalizations.
These generalizations develop because they allow people to usually act in a correct manner with a limited amount of thought and time. However, they can be exploited and effectively turned into weapons by those who know them to influence others to act certain ways.
The findings in the book are backed up by numerous empirical studies conducted in the fields of Psychology, Marketing, Economics, Anthropology and Social Science.
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