In school we are taught that the appeal to logic is the best, most rational way to persuade someone to share our point of view.Dr. Cialdini, while not dismissing the power of this approach, brings to our attention the six (6) levers of influence that at times can seem to defy logic in situations where people must form opinions and make decisions. He does a very nice job, through anecdotes and summaries of relevant research, of explaining why we decide -- and how we can be influenced to decide -- even when those decisions would seem to work against our best interests. Anyone who has wondered, after the fact, why they own a magazine subscription, will see themselves in the scenarios he describes. I did.