Influence: The Psychology of Persuasion by Robert B. Cialdini PhD. Explains the psychology of why people say 'yes' and how to apply this understanding - become a skilled persuader and, when needed, defend yourself against skilful persuasion. http://www.amazon.co.uk/dp/006124189X/ref=cm_sw_r_pi_dp_XYF-tb01YYRGP
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