Have you ever asked the question, why you allow somebody to give you a flyer in the street when you throw it away in a while? Why do you leave a hipermarket with a whole trolley while you were going just to buy some baps? Or maybe you have purchased an item by auction payingmuch more then you would be readyto pay? The answerto the question, why people sometimes do things, which they do not want to do or they cannot afford them, can be found in this book. Although the main target group of this book are the students of psychology, it can also be useful for people dealing with sales, marketing and promotion or those who have an interest in the world and social psychology. The author, a well-known specialist in this area, presents the mechanisms, which cause the we come under influence. He presents a lot of research starting with the classical experiments of Milgram and Asch andending with theresults of his own experiments. The latter ones are the strength of this book as they were conducted under the "natural" circumstances: in hipermarkets, libraries andin the street. The reaserchers played the roles of the street sellers or people collecting money for charity etc. That's why the book is not only a presentation of "dry" facts and the research results. It shows how big influence the methods described have on our daily lives.