This book, which has gone through five editions, has all the key characteristics of a modern textbook on social psychology. It comprehensively covers approaches to understanding such socio-psychological phenomena as social influence, persuasion, cognition, self-esteem, and examines in detail the phenomena of social psychology of friendship and love. The textbook by Robert Cialdini and his co-authors Douglas Kenrick and Steven Neuberg is ideal for a first acquaintance with social psychology as a science, revealing to the reader the possibilities of socio-psychological analysis of any situation where people interact with each other. The newest fifth edition will be appreciated not only by those who study or teach social psychology, but also by managers, lawyers, economists, teachers, political scientists - everyone who, due to their line of work, constantly have to deal with people.