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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. --This text refers to the Hardcover edition.
Copyright © Reed Business Information, a division of Reed Elsevier Inc. All rights reserved. --This text refers to the Hardcover edition.
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
"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
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Most helpful customer reviews
8 of 8 people found the following review helpful
5.0 out of 5 stars
Fascinating Examples for Fans of Robert Cialdini's Book, Influence,
By Donald Mitchell "Jesus Loves You!" (Thanks for Providing My Reviews over 112,000 Helpful Votes Globally) - See all my reviews (TOP 10 REVIEWER) (#1 HALL OF FAME)
This review is from: Yes!: 50 Scientifically Proven Ways to Be Persuasive (Hardcover)
Yes! could have been more appropriately titled as Influence 2 because the book is simply a series of brief examples that illustrate Professor Robert Cialdini's key principles described in his book, Influence (social proof, authority, commitment/consistency, scarcity, reciprocity, and personal liking). If you loved that book and want to dive deeper into its lessons, Yes! is a perfect choice.If you haven't yet read Influence, I recommend that you read that book before this one. Without Professor's explanations of why these principles work, the case histories in Yes! don't seem so special and interesting. Otherwise, you will probably just see Yes! as a bunch of unrelated stories, many of which don't apply to your marketing challenges. I would expect most people who read Yes! who haven't read Influence to rate Yes! with three stars. When you do read Influence, be sure to get the latest edition (the fifth edition came out in August 2008). Otherwise, you'll miss out on insights. I hired Professor Cialdini to speak to one of my research organizations, Share Price Growth 100, a number of years ago and the members rated him very highly for being able to apply the lessons of his research to the financial markets. I was intrigued to see some financial market examples in Yes! Be more persuasive in getting an ethical point across!
9 of 10 people found the following review helpful
5.0 out of 5 stars
Become a Master Pursuader,
By
This review is from: Yes!: 50 Scientifically Proven Ways to Be Persuasive (Hardcover)
Yes! 50 Scientifically Proven Ways to be Persuasive, written by Goldstein, Martin and Cialdini, takes the scientific research and studies done on persuasion over the past 50+ years and presents an easy to understand book on how to convince people.According to the authors, "The central purpose of this book is to provide the reader with a better understanding of the psychological processes underlying our efforts to influence others to shift their attitudes or behavior in a direction that results in positive outcomes for both parties." The authors go to pains to convince us that persuasion is a science, not an art. They believe that, unlike books on business, economics and so on, there are not many books on persuasion because most people believe they already know how to convince people. which is a mistake, according to them. They begin with the 6 universal principles of social influence: * Reciprocation * Authority * Commitment/consistency * Scarcity * Liking * Social proof What follows are 50 mini-chapters. Each refers to scientific studies, but the chapters are breezy and easy to read. Here are some examples: * When pursuasion might backfire, how do you avoid the magnetic middle? * when does a bonus become an onus? * Does fear persuade or does it paralyze? * What is the active ingredient in lasting commitments? * What's the hidden danger of being the brightest person in the room? *When is a loser an winner? Insightful and thought-provoking, this book is useful for both social and business situations. By the author of the award winning book, Harmonious Environment: Beautify, Detoxify and Energize Your Life, Your Home and Your Planet.
5.0 out of 5 stars
Gain a more complete understanding of the six principles,
This review is from: Yes!: 50 Scientifically Proven Ways to Be Persuasive (Paperback)
Having written what has probably become the most cited book in interpersonal skills literature, Influence: The psychology of persuasion, Cialdini assembles a team and produces Yes. This is easier reading than the earlier book, yet at the same time there are a number of stories that illustrate how Cialdini's persuasion principles can influence us in more subtle ways than those presented in `Influence'. I'll offer couple of examples from the many presented in this book:We learn that if we tell people not to do something that everybody else is doing because they are threatening the extinction of a species/ causing global warming/ endangering their own health etc., we are in fact sending out conflicting messages, one of these messages permitting them to continue their habit on the grounds that `everybody else thinks this is okay' - social proof is working against us. We also learn that if we start a sale with a low price we will get more people bidding, and having started bidding, these people will become heavily committed to `winning' the sale. Because of this they will continue to bid as the price rises, and being driven by commitment (consistency) and fear of loss (scarcity), they will buy at a higher price. Cialdini presents an abundance of interesting stories to illustrate how his principles work, often in a very curve-ball manner, and we are left aware of the more subtle implications of his ideas. We can understand the outrage that many people expressed when Coca Cola tried to introduce Coke with a new taste, we understand the Duracell bunny boomerang, and we are left with a smile on our faces as we are presented with more and more quirks of human nature. This book is every bit as useful as Influence: The Psychology of Persuasion.
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