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 style
is retained, but in addition, I present  the research evidence for my statements,
recommendations, and conclusions. Although  they are dramatized and corroborated
through such devices as interviews, quotes,  and systematic personal observations, the
conclusions of  Influence  are based on controlled, psychological research. This fact
allows the instructor, the student, and the popular reader to feel confident that the book
is not "pop" psychology but represents work that is scientifically grounded. The
subsequent versions also provide new and updated material, chapter summaries, and
study questions to enhance its classroom utility.
A potentially attractive feature of the present version of Influence  lies in its ability to
serve as an enjoyable, practical, yet scientifically documented text for both students and
the general reader. For students, one way to view the book, then, is to see it as a
refreshing change of pace (from standard text material) that does not retreat from
scientific respectability. In a related vein, for both students and the general reader, the
book might be seen as a way to demonstrate that, properly presented, what often seems
like dry science can actually prove to be lively, useful, and relevant to all readers'
personal lives