Influence

Robert Cialdini, PhD – bestselling author and the Regents’ professor emeritus of psychology and marketing at Arizona State University – explains that people use shortcuts when they make decisions, signals that help them respond to situations.

These shortcuts improve the efficiency of your decision-making, but other people can use them to lead you to choices that may be detrimental to you. Cialdini describes seven decision-making shortcuts, explains how they serve you and how you can defend yourself against them. Whether you are the influencer or the influenced – and everyone at different times is one or the other – his insights will prove practical and helpful.