Influence: The Psychology of Persuasion

Robert Cialdini’s Influence: The Psychology of Persuasion hardly needs an introduction, as it has already become a classic in its genre.

This book explores the methods used by marketers, sales professionals, and leaders to "make" people do things they otherwise might not do.
 Many of our actions are automatic-we often act without fully thinking through why we are doing something or for whose benefit.
 While this automaticity simplifies our lives in many ways, it also exposes our vulnerabilities.
 By understanding how people react instinctively to external triggers, anyone can be influenced to act in ways that may not necessarily serve their best interests.

The primary levers of influence are not endless (though there are many variations), and Robert Cialdini thoroughly examines each one in his groundbreaking work.