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Reviews elsewhere on the web:
Stuart Derbyshire
Sunday Star Times

Noah Goldstein,Steve Martin and Robert Cialdini

Yes! 50 secrets from the science of persuasion

You might think that making ourselves more persuasive would require learning some complicated tactics and obscure details of human psychology. Yes! 50 secrets from the science of persuasion shows that this is not the case, that sometimes the simplest of things will greatly improve our chances of getting what we want.

The authors tell of the importance of the bandwagon effect - if customers feel they are in competition with other customers for your product then they are more likely to buy. When we ask for something we should always give a reason - even if it's not a very good reason - the simple because ... is likely to be more persuasive Another lesson is that getting someone to take even the smallest step in a task will make them identify with it and thus encourage them to contribute further. The book also looks at how our emotional state affects our persuadability.

There have been many books on how to be more persuasive. This one is different, firstly because the advice given is so simple, but also because it is based on quantitative research. It didn't make it into the shortlist of the Royal Society Science Book Prize, but it isn't really the sort of popular science book which I would expect to do well in that competition. I would say that whatever you're trying to achieve, this is the sort of book which would be handy to have around to guide your dealings with others. info
Hardcover 258 pages  
ISBN: 1416570969
Salesrank: 162059
Published: 2008 Free Press
Amazon price $22.80
Marketplace:New from $10.27:Used from $0.61
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Paperback 250 pages  
ISBN: 1846680166
Salesrank: 98390
Weight:0.44 lbs
Published: 2007 Profile Books
Amazon price £4.98
Marketplace:New from £3.69:Used from £0.01
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Paperback 250 pages  
ISBN: 1846680166
Salesrank: 999884
Weight:0.44 lbs
Published: 2007 Profile Books
Amazon price CDN$ 15.60
Marketplace:New from CDN$ 9.12:Used from CDN$ 0.01
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Product Description
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.