Download PDF Yes!: 50 secrets from the science of persuasion, by Noah Goldstein, Steve J. Martin, Robert B. Cialdini
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Yes!: 50 secrets from the science of persuasion, by Noah Goldstein, Steve J. Martin, Robert B. Cialdini
Download PDF Yes!: 50 secrets from the science of persuasion, by Noah Goldstein, Steve J. Martin, Robert B. Cialdini
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Small changes can make a big difference in your powers of persuasion
What one word can you start using today to increase your persuasiveness by more than fifty percent?
Which item of stationery can dramatically increase people's responses to your requests?
How can you win over your rivals by inconveniencing them?
Why does knowing that so many dentists are named Dennis improve your persuasive prowess?
Every day we face the challenge of persuading others to do what we want. But what makes people say yes to our requests? Persuasion is not only an art, it is also a science, and researchers who study it have uncovered a series of hidden rules for moving people in your direction. Based on more than sixty years of research into the psychology of persuasion, Yes! reveals fifty simple but remarkably effective strategies that will make you much more persuasive at work and in your personal life, too.
Cowritten by the world's most quoted expert on influence, Professor Robert Cialdini, Yes! presents dozens of surprising discoveries from the science of persuasion in short, enjoyable, and insightful chapters that you can apply immediately to become a more effective persuader. Why did a sign pointing out the problem of vandalism in the Petrified Forest National Park actually increase the theft of pieces of petrified wood? Why did sales of jam multiply tenfold when consumers were offered many fewer flavors? Why did people prefer a Mercedes immediately after giving reasons why they prefer a BMW? What simple message on cards left in hotel rooms greatly increased the number of people who behaved in environmentally friendly ways?
Often counterintuitive, the findings presented in Yes! will steer you away from common pitfalls while empowering you with little known but proven wisdom.
Whether you are in advertising, marketing, management, on sales, or just curious about how to be more influential in everyday life, Yes! shows how making small, scientifically proven changes to your approach can have a dramatic effect on your persuasive powers.
- Sales Rank: #1643946 in Books
- Published on: 2007
- Format: Import
- Original language: English
- Number of items: 1
- Dimensions: 7.80" h x .58" w x 5.08" l, 1.10 pounds
- Binding: Paperback
- 250 pages
From Publishers Weekly
Goldstein, Martin and Cialdini meld social psychology, pop culture and field research to demonstrate how the subtle addition, subtraction or substitution of a word, phrase, symbol or gesture can significantly influence consumer behavior. Interspersing references to Britney Spears, the Smurfs and Sex and the City with more academic concepts such as loss aversion and the scarcity principle, the authors illustrate the simple and surprising approaches that can hone a company's marketing strategies. Witty chapters detail the allure of the yellow Post-it, the tip-garnering capabilities of an after-dinner mint, how highlighting a product's weaknesses can increase its appeal, the powerful role of third-party testimonials, how doctors can convince patients to adopt healthier choices by prominently displaying academic credentials in their offices, and how mirroring another person's gestures can elicit a more generous response by strengthening a perceived bond. While written primarily for a marketing audience, this amusing book has equal value and appeal for executives, salespeople—even parents trying to persuade their kids to do homework. (June)
Copyright � Reed Business Information, a division of Reed Elsevier Inc. All rights reserved.
Review
"This easy-to-read summary of the social-psychological research on persuasion really does tell people how to get to 'yes.' Since we are all selling something, including ourselves, all the time, everyone can, and will be, reading this amazing book."-- Jeffrey Pfeffer, professor, Stanford Graduate School of Business, and author of What Were They Thinking? Unconventional Wisdom About Management
"Yes! is the single best introduction to and distillation of research and wisdom on how to change people's minds, including your own."-- Warren Bennis, Distinguished Professor of Business, University of Southern California, author of On Becoming a Leader and coauthor of Judgment: How Winning Leaders Make Great Calls
"Yes! is the Freakonomics of social psychology. This book changed my way of looking at the world. This thinking is the real deal. Don't miss out!"-- Daniel Finkelstein, Comment Editor, The Times (London)
"If you had a team of bright guys looking for research that you can actually use to improve your effectiveness, and they wrote it up for you with wit and style, putting it in nifty little reports of three to five pages, would that be useful? YES! This book is the trifecta: first-rate research, lively writing, and practical advice. Read it, enjoy it, use it."-- Dale Dauten, nationally syndicated King Features columnist and author of The Gifted Boss
About the Author
Noah Goldstein is a protege of Cialdini's.� He is an assistant professor at the University of Chicago Graduate School of Business.� He earned a Ph.D. in psychology under Robert Cialdini at Arizona State University in 2007, and he has published research with Cialdini in the Journal of Personality and Social Psychology.
Steve Martin is the UK-based co-director of Influence at Work.��Prior to joining with Robert�Cialdini's�consulting group, he held a number of positions in sales, marketing, and�management at several blue-chip companies.
Robert�Cialdini is recognized worldwide for his inspired field research on the psychology of influence.�He is a New York Times bestselling author. His books, including Influence, have sold more than three million copies in thirty-three languages. Dr. Cialdini is Regents’ Professor Emeritus of Psychology and Marketing at Arizona State University and the president and CEO of Influence at Work, an international company that provides keynotes and influence training on how to use the lessons in Dr. Cialdini’s books ethically and effectively.
Most helpful customer reviews
5 of 5 people found the following review helpful.
One of the Best in the Genre
By Stephen Palmer
As a marketing consultant and writer I read every persuasion book I can get my hands on. This is one of the most useful in the field that I've ever read.
I particularly appreciate the formatting. Each chapter begins with a scientific case study, followed by the relevant conclusions drawn from the study, then completed with ways the conclusions can be applied in a variety of circumstances. The effect on me was to spark tons of ideas for my clients.
The brief, yet concentrated chapters make for easy and engaging reading. I read the book the first time in one sitting, and not once did my attention wander. The formatting also means that you don't have to read the chapters sequentially -- you can open up to any chapter and get valuable, stand-alone content.
The most beneficial aspect of the book is the scientific research. Contrary to many other books in the field, you can feel comfortable with the empirical, rather than subjective, approach.
I've added this book to the core books on persuasion that I reference constantly.
1 of 1 people found the following review helpful.
Real examples of Persuasion
By John Stedge
Goldstein, Martin, and Cialdini writes a simple, funny, and eye-opening book on pursuasion strategy. In fact, as the title suggests there are 50 different examples and strategies one can utilize to be more pursuasive in normal day-to-day interactions with other people.
The authors challenge the notion that persuasion as art. For them, it is science. One can hypothesize, test, and field it. In fact, the 50 ways (or examples) are real life experiences of how persuasive strategy has been implemented scientifically.
As the authors points out that the purpose of the book is to show the underlying psychological processes, therefore, enhancing one's persuasiveness by properly aligning one's efforts to influence other people.
For instance, the authors writes that if one would like to persuade others to do something, the first step is to ask a little thing to create a vested interest. Once, a person is vested, it is easier to convince them to do more later on. Another example is that the word, "because", is the most persuasive word in the English vocabulary that one ought to utilize the most when trying to convince others to help you.
The book is very easy to read and in fact, quite enjoyable. I recommend it to those who want to learn the Science of Persuasion.
6 of 6 people found the following review helpful.
Simply Good Habits
By The Spinozanator
Very similar information presented in a different format could be a book about evolutionary psychology or a book about etiquette. The fact is, it matters that we communicate with a sensitivity as to how we are likely to be perceived. This collection of little known scientific studies documents what the "people person" seems to know intuitively. That these nuances are received on a partially subconscious level makes them all the more powerful.
Cialdini divides social psychology into six divisions:
1) Social Proof Studies
2) Reciprocation Tendency
3) Authority Respecting
4) Commitment & Consistency Response
5) Scarcity Reaction, and
6) The Liking & Loving Response
As another reviewer has pointed out, the chapter titles are designed to create curiosity. If you need to get up early in the morning, resist reading the title to the next chapter.
An easy five stars for this extremely well-written and useful book.
DB
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