Why do people say 'yes' - and how can we ethically apply the answers to this question to get the results we want? Dr Robert Cialdini is the world's leading authority on influence and persuasion, and in this illustrated edition of the international bestselling classic - which has sold more than 2 million copies - he explains the six universal principles behind the science. He shows not only how you can apply them, but also how to defend yourself against them. Influence: The Graphic Edition presents the essence of Dr Cialdini's ideas, condensing more than 30 years of research in the psychology of influence into an accessible graphic book. Entertaining and immensely useful for people in all walks of life, the principles in Influence will act as a driving force for your success. This is a great way to learn how to use the results of Dr Cialdini's years of research.