In the new edition of this highly acclaimed bestseller, Robert Cialdini--New York Times bestselling author of Pre-Suasion and the seminal expert in the fields of influence and persuasion--explains the psychology of why people say yes and how to apply these insights ethically in business and everyday settings. Using memorable stories and relatable examples, Cialdini makes this crucially important subject surprisingly easy. With Cialdini as a guide, you don't have to be a scientist to learn how to use this science.