"Influence: The Psychology of Persuasion" by Robert B. Cialdini is a comprehensive guide that explores the psychological mechanisms behind influence and persuasion. This revised and expanded edition of the international bestseller, which has sold over 5 million copies, offers new research findings, insights, and examples, as well as applications in the online realm. Cialdini, a recognized expert in this field, explains in an accessible manner why people agree and how these insights can be ethically applied in business and everyday situations. Through memorable stories and relatable examples, the topic of persuasion is made accessible, allowing readers without a scientific background to learn the principles of influence. The new and proven principles of persuasion discussed in this book are not only significant for personal development but also for protecting against unethical attempts at influence.