Robert Cialdini
Robert B. Cialdini's "Influence: The Psychology of Persuasion" is a seminal book in the field of psychology, offering deep insights into how people can be persuaded or influenced by others. Cialdini outlines six universal principles of persuasion: reciprocity, commitment and consistency, social proof, authority, liking, and scarcity. Through compelling examples and rigorous research, he demonstrates how these principles operate in everyday situations and how they can be ethically used to improve both personal and professional interactions. This book is not only a guide to understanding why people say "yes" but also a tool to become a more skilled persuader.
Read if: you're interested in the underlying mechanisms of how and why people make decisions, and you're looking for practical techniques to become more influential in both your personal and professional life.