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Yes!: 50 Scientifically Proven Ways to Be Persuasive Paperback – December 29, 2009

by Noah J. Goldstein Ph.D. (Author), Steve J. Martin (Author), Robert Cialdini Ph.D. (Author)

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Learn how small changes can make a big difference in your powers of persuasion with this New York Times bestselling introduction to fifty scientifically proven techniques for increasing your persuasive powers in business and life.

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.

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.

Yes!: 50 Scientifically Proven Ways to Be Persuasive

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Editorial Reviews

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 an out of print or unavailable edition of this title.

Review

""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"

"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 "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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Product details

Paperback: 272 pages
Publisher: Free Press; Reprint edition (December 29, 2009)
Language: English
ISBN-10: 1416576142
ISBN-13: 978-1416576143
Product Dimensions: 5 x 1 x 8 inches
Shipping Weight: 6.4 ounces (View shipping rates and policies)
Average Customer Review: 255 customer reviews
Amazon Best Sellers Rank: #18,469 in Books (See Top 100 in Books)
- #30 in Books > Business & Money > Marketing & Sales > Advertising
- #88 in Books > Medical Books > Psychology > Social Psychology & Interactions
- #132 in Books > Health, Fitness & Dieting > Psychology & Counseling > Social Psychology & Interactions

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Top customer reviews

Real examples of Persuasion

ByJohn Stedgeon December 10, 2008

Format: HardcoverVerified Purchase

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.

0Comment 3 people found this helpful. Was this review helpful to you?YesNo

Simply Good Habits

ByThe SpinozanatorVINE VOICEon August 15, 2008

Format: HardcoverVerified Purchase

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

0Comment 9 people found this helpful. Was this review helpful to you?YesNo

The most powerful, helpful book on persuasion I've ever read

BySusanna Hutchesonon February 8, 2009

Format: HardcoverVerified Purchase

There are 93 reviews as I write this. Therefore, I won't write a long review or rehash what others have said. Let me simply say that I have read just about everything ever written about persuasion. This is by far the best, most effective book I've read. Moreover, what is written in this book is not a rehash of all the other material. This is all fresh, new material that you can apply instantly. I know I have. I can't express to you enough how great this book is. I wouldn't take $10,000 for my copy.

Just buy it. You'll be glad you did.

- Susanna K.Hutcheson

0Comment 4 people found this helpful. Was this review helpful to you?YesNo

wow. Even if you arent in marketing or biz ...

ByJesseon May 29, 2017

Format: PaperbackVerified Purchase

wow. Even if you arent in marketing or biz it is very interesting info for life and enlightening to read about how our subconscious chooses to comply sometimes but not others.

0CommentWas this review helpful to you?YesNo

Good insight

ByThomas P. Grotenhuison April 23, 2017

Format: HardcoverVerified Purchase

Some good ideas to help to focus your marketing and avoid simple pitfalls.

0CommentWas this review helpful to you?YesNo

This book is a great tool to help with it

ByLalo Duronon September 20, 2017

Format: HardcoverVerified Purchase

I am a marketing professional. Persuasion is my job. This book is a great tool to help with it.

0CommentWas this review helpful to you?YesNo

love, love, love this book

ByDebraon August 28, 2015

Format: Kindle EditionVerified Purchase

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 compelling examples and studies. I also greatly appreciate the perspective that it's important to use the with integrity!

0Comment One person found this helpful. Was this review helpful to you?YesNo

Great book with lots of case studies and interesting examples that can be applied to any business.

ByDaveKaon June 25, 2015

Format: Kindle EditionVerified Purchase

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 improve sales and convert more leads into customers and first time customers into repeat buyers.
My favorite case studies involve the hotels and what they did to influence more people into participating in their save water program.

0CommentWas this review helpful to you?YesNo

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Most recent customer reviews

Fun Read

I'm a huge fan of Robert Cialdini and this book was fantastic. It was interesting to hear about more studies that prove many of the arguments Cialdini outlines in his other book,...Read more

Published 4 days ago by Preston Pysh

Yes is a good book if your are in sales or marketing.

The book is very informative. I would keep around in your office as a reference book.

Published 9 days ago by Amazon Customer

Interesting, light reading; definitely not a guide to increasing persuasive abilities

I was hopeful after seeing the high average rating of this book. While it is very interesting material, the lack of depth on the various techniques left me wanting more.Read more

Published 2 months ago by Amazon Customer

Useful ideas, disappointing presentation

This book is full of interesting and useful ideas about persuasion. It draws on findings from a wide range of research/experiments on decision making.Read more

Published 2 months ago by FCRichelieu

Just finished it today !

Just finished the book today!
Easy to read, easy to follow an eye opener for persuasion, highly recommended

Published 3 months ago by Jaber Soud Al Asfar

Perfect Influence Toolbox

A little toolbox to easily find ways to influence.

Published 4 months ago by Clarito Dimayuga

Five Stars

This book has been great in supporting our staff development program.

Published 4 months ago by Amazon Customer

Great read, highly recommended tactics!

Got this great book as a present from a good friend! This is a must read for people looking to self improve their self assurance and persuasiveness skills, especially in public...Read more

Published 6 months ago by violet

There were definitely some good suggestions, and I will be be reading through ...

There were definitely some good suggestions, and I will be be reading through the book again. Some things you need to re-read to understand, as the book is written by a Ph.D.Read more

Published 6 months ago by Jeff S.

Five Stars

A good read

Published 8 months ago by John Barney

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