Influence: The Psychology of Persuasion

Cialdini spent three years inside sales, fundraising, and advertising operations and came out with six principles that reliably move people to say yes: reciprocity, commitment and consistency, social proof, liking, authority, and scarcity.

Munger credits the book for putting a structure on things he had only seen work in practice, and cites it directly in the psychology-of-misjudgment talk. Several models on this site — Reciprocity among them — trace back to it.