In the world driven by social media, sales and marketing, this is a "must read" to be aware of "pro" tools and techniques used "against" the people.
Robert Cialdini is the Regents' Professor Emeritus of Psychology and Marketing at Arizona State University and was a visiting professor of marketing, business and psychology at Stanford University, as well as at the University of California at Santa Cruz
Influence: Science and Practice - Wikipedia
"The key premise of the book is that in a complex world where people are overloaded with more information than they can deal with, people fall back on a decision making approach based on generalizations. These generalizations develop because they allow people to usually act in a correct manner with a limited amount of thought and time. However, they can be exploited and effectively turned into weapons by those who know them to influence others to act certain ways."
- Seven Principles of Influence
It is based on "proper science", similar to this classic math (!) textbook.