A while ago, one of us wrote a general readership book on the social influence process (Cialdini, 1993). The book’s purpose was twofold: to inform consumers of the most powerful psychological principles that lead people to say yes to requests, and to show them how to recognize and resist these pressures when they are used in an undue or unwelcome fashion. It is perhaps ironic that besides being purchased by defensively minded consumers-its intended audience-the book has been purchased by a large number of marketers, advertisers, attorneys, fund-raisers, and managers wishing to learn how to use these principles to move people in their directions.