Influence - The Psychology of Persuasion by  Robert B. Cialdini

Influence, the classic book on persuasion, clarifies the brain research of why individuals say "yes"—and how to apply these understandings. Dr. Robert Cialdini is the seminal master in the quickly growing field of impact and influence. His thirty-five years of rigorous, evidence-based research along with a three-year program of study on what moves individuals to alter behavior has come about in this profoundly acclaimed book. You'll learn the six universal standards, how to utilize them to become a talented persuader—and how to protect yourself against them. Perfect for people in all strolls of life, the standards of Influence will move you toward significant personal change and act as a driving force for your success