What's old is new again. The original and still the best book on the subject of how to get people to do things without thinking, and many times live to regret it. This is a classic, and can be read more than once with ease.
What you are looking at is the cover of the new, expanded edition, published just a couple of weeks ago.
You can't play the game if you don't know the rules.
Here's the rules.
And, as a special bonus, click below for an interview with the author on the podcast Freakonomics.