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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)
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"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 --This text refers to an out of print or unavailable edition of this title.
I have read Cialdini's book, Influence, multiple times over the years. This one is even better because it gives us many additional techniques in short bursts but still provides... Read morePublished 5 days ago by Debra
I had to read this for an assignment fro work. I was prepared for boredom. This was actually quite a bit more interesting than I expected. Read morePublished 1 month ago by Tracy S.
The book has very attractive title and very attractive chapter titles. Unfortunately the content is not clear enough and the writing style is not concrete enough. Read morePublished 1 month ago by Ivan Sujevic
I love books like this that are full of case studies. Very interesting examples of tests they ran.
This book has given me a lot of ideas for things I can do in my business to... Read more
I bought this for my wife, at her request, who had a career in sales. She did not find it helpful or useful at all. Read morePublished 2 months ago by Mountain Man
Great, quick read. A must-have for any businessmen or anyone who needs to make transaction/negotiation work without resorting to sleazy tactics.Published 2 months ago by David L. Tong