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Yes!: 50 Scientifically Proven Ways to Be Persuasive Paperback – December 29, 2009
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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 an out of print or unavailable edition of this title.
""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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Top customer reviews
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.
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.
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.
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.
Just buy it. You'll be glad you did.
- Susanna K.Hutcheson
Most recent customer reviews
Easy to read, easy to follow an eye opener for persuasion, highly recommended