"This marvelous book explains in clear, practical language the ways in which we become persuaded. It offers excellent insights for those who sell, but even more importantly for all of us who negotiate and buy."
--- ROGER FISHER, Director, Harvard Negotiation Project, Co-author of "Getting to Yes"

"For marketers, it is among the most important books written in the last 10 years."
--- Journal of Market Research

"INFLUENCE should be required reading for all business majors." --- Journal of Retailing

"This book is the de facto standard to learn the psychology of persuasion. If you don't read it, I hope you enjoy pounding your head against the wall and throwing away marketing dollars."
--- Guy Kawasaki, CEO, Garage.com

"The best and best researched book. . .ever. . .on this topic. Robert Cialdini would have predicted 10 years ago the power of 'permission marketing' on the Web!"
--- TOM PETERS, The Tom Peters Group