could. At first, I checked out the books from the local library. Then, I bought my own books and built my own library. I listened to every audiocassette I could buy on the subject, and attended every seminar. When I was 31, I studied and prepared myself, and then took the entrance exams to get into a major university. I invested several thousand hours of study to get a business degree. I learned the in- tricacies of micro- and macroeconomic theory, statistics, probability theory, management science, and accounting. I studied marketing, management, administration, and strategic planning. I became de- voted to the concept of learning. ■ THE GREAT MYSTERY I thought I had come late to the party, that everyone knew that learning was the key to the future. I was amazed and perplexed to
Cialdini is Regents' Professor of Psychology at Arizona State University, where he has also been named Graduate Distinguished Research Professor. He received undergraduate, graduate, and post- graduate training in psychology from the University of Wisconsin, the University of North Carolina, and Columbia University, respectively. He is past president of the Society of Personality and Social Psychology. He attributes his long-standing interest in the in- tricacies of social influence to the fact that he was raised in an entirely Italian family, in a predominantly Polish neighborhood, in a historically German city (Milwaukee), in an otherwise rural state. Preface The initial version of Influence was designed for the popular reader, and as such, an attempt was made to write it in an engaging style. In the subsequent versions, that
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