Learn More: Everything You Ever Wanted to Know About Social Influence (and then some)
Robert B. Cialdini-professor, researcher, and author of the widely used book Influence: The Science of Persuasion-says we are exposed to countless good and evil influence tactics every day of our lives. As a researcher, he knows the power of social influence and fears that power is often abused. He wants to tip the scale in your favor by increasing your understanding of social influence. You'll be less apt to be unfairly manipulated if you know what's going on. His Web site, www.influenceatwork.com, not only promotes his consulting business, it also provides an extensive free introduction to the science of influence. At the home page, click on "About Us" in the main menu to establish the credibility of the Web site. Go back to the home page and click on the "What's Your Influence Quotient (NQ)?" to take a short quiz that raises your awareness of day-to-day social influence attempts. Next, from the main menu, select the category "Inside Influence." From here, you can read articles from current and past issues of Cialdini's newsletter, "Inside Influence."

1. Generally speaking, do you view social influence as a positive or negative aspect of modern life? Explain.
2. What useful lessons did you learn from Cialdini's newsletter?

Check It Out
Public Broadcasting Service (PBS) airs a weekly program called "CEO Exchange," in which a commentator asks questions of corporate CEOs. Watch one of these programs on television, or check out CEO Exchange online. At their Web site, choose "Show Archives" and choose a company that you are interested in. Read the executive biographies and then listen to excerpts from the "Expert Q&A." (This requires RealPlayer, a free media software which you can download from the CEO Exchange site, or by clicking on the company name, above. You can download the "free" player only. You do NOT need to purchase anything.)

1. Go to the "Expert Q&A" for a company that interests you and listen to the interview excerpt. Then choose one of the questions at the site. Write the question and your answer.