Non-affiliate link:

https://www.amazon.com/dp/1416576142

It's mentioned in "Yes! 50 Scientifically Proven Ways to be Persuasive"[1], which despite the title, is a really interesting book. The Freakonomics blog quotes it here:

http://freakonomics.com/2009/04/24/yes-part-ii/

referencing this paper "Why Susie Sells Seashells by the Seashore: Implicit Egotism and Life Decisions" http://www.stat.columbia.edu/~gelman/stuff_for_blog/susie.pd...

[1]http://www.amazon.com/Yes-Scientifically-Proven-Ways-Persuas...

Cialdini's "Influence" is a great work. It's great at exposing a lot of sales techniques, but I had this weird feeling while reading it that it could be used as an instruction manual. Haven't read his new one yet, but it looks like an instruction manual. http://www.amazon.com/Yes-Scientifically-Proven-Ways-Persuas...