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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)

257 customer reviews

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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.

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Editorial Reviews

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""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"

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.

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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: 6.9 ounces (View shipping rates and policies)
Average Customer Review: 257 customer reviews
Amazon Best Sellers Rank: #36,437 in Books (See Top 100 in Books)
- #68 in Books > Business & Money > Marketing & Sales > Advertising
- #222 in Books > Health, Fitness & Dieting > Psychology & Counseling > Social Psychology & Interactions
- #271 in Books > Business & Money > Marketing & Sales > Marketing

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FCRichelieu

Useful ideas, disappointing presentation

July 17, 2017

Format: Kindle EditionVerified Purchase

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.

There are, however, a couple of aspects of its presentation that I find frustrating. First, the authors are often very brief when describing the experiments from which important lessons are drawn. With social science experiments such as these, where there are various factors that are difficult to control, I find it impossible to judge the validity, applicability, or limitations of their findings without considering the sampling methods, conditions under which the experiments are conducted, etc. It is true that the authors do provide footnotes that show where one can look up the papers presented by the various researchers. Assuming that a casual reader has access to all the academic journals concerned, it is unrealistic for him/her to make the enormous efforts to go through all of the very large amounts of background materials. The alternative would be to take the authors' words for granted, which is hardly the attitude to take when one considers evidence-based findings.

My second frustrations has to do with the authors' presentation of the 50 ideas as distinct lessons, without any attempt at grouping (say, based on related concepts or relative importance, etc). As such, I find it difficult when I try to remember the ideas, or refer back afterwards without having to flip through 50 chapters.

2 people found this helpful

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Preston Pysh

Fun Read

September 19, 2017

Format: HardcoverVerified Purchase

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, Influence.

4 people found this helpful

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Justice Campbell

Pretty fascinating.

February 4, 2018

Format: Audio CDVerified Purchase

This is a good book. There are a lot of “wow, that’s interesting moments.” It will show things in a way you likely never saw them. It’s fascina and entertaining.
Practical advice you can apply? Some.
But ... there’s a good bit in this book I’ve never heard or read elsewhere and that’s why I recommend it.

2 people found this helpful

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Stephen Palmer

One of the Best in the Genre

January 7, 2010

Format: HardcoverVerified Purchase

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.

19 people found this helpful

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Amazon Customer

It was good, a nice amalgamation of many different psychological theories ...

May 16, 2018

Format: Kindle EditionVerified Purchase

It was good, a nice amalgamation of many different psychological theories and ideas. However, it was quite redundant at times. Really its more like 20 theories to be persuasive, they just break down several theories and many different ways.

One person found this helpful

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John Stedge

Real examples of Persuasion

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.

6 people found this helpful

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Simply Good Habits

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

14 people found this helpful

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