Come on guys, it's not THAT good. It's a well written summary of studies combined with a few good obervations, but don't act as if Cialdini is an oracle of Influence. There are some things missing as well. Theory for example. No underlying structure is given other than the so-called and ever so popular 'shortcut' between trigger and behavior. It would have been helpfull if Cialdini would have tried to provide us with some underlying cognitive structure. But, it should be said, read this, Kahneman's 'Thinking Fast and Slow', and Ariely's work and you're up to date in social psychology and decision making.