YES!: 50 Secrets From the Science of Persuasion

  • 3h 21m
  • Noah J. Goldstein, Robert B. Cialdini, Steve J. Martin
  • Profile Books
  • 2007

Most of us are only too aware that, whatever roles we have in today's fast-moving world, much of our success lies in getting others to say 'Yes' to our requests. What many people might not be aware of, though, is the vast amount of research that has been conducted on the influence process. What factors cause one person to say 'Yes' to the request of another? Yes! is full of practical tips based on recent academic research that shows how the psychology of persuasion can provide valuable insights for anyone interested in improving their ability to persuade others - whether in the workplace, at home or even on the internet. It combines the counter-intuition of Freakonomics with the popularizing of "Does Anything Eats Wasps?" For each mini-chapter contains a mystery which is solved in a way that provides food for thought for anyone looking to be more persuasive, and for anyone interested in how the world works.

About the Authors

Dr Noah J. Goldstein is a faculty member at the Anderson School of Management at UCLA, California. His scholarly research and writing have been published in many of the premier psychology and business journals, and he has been awarded research fellowships and grants from several US government institutions, including the National Science Foundation and the National Institutes of Health. He has also consulted for a number of corporate and government organisations, including Accenture, the United States Forest Service, and the United States Census Bureau

Steve J. Martin is the Director of Influence At Work (UK). He has a background in sales and marketing and has written numerous articles that have been featured in a variety of business publications and the national press. He is a columnist for the British Airways in-flight magazine Business Life and also writes for the Institute of Leadership and Management. He speaks at conferences all over the world and regularly presents on the subject of influence and persuasion at a number of business schools, including Cranfield University and the Cass London Business School.

Dr Robert B. Cialdini is Regents’ Professor of Psychology and Marketing at Arizona State University. He is the world’s most quoted expert in the field of influence and persuasion and the author of the groundbreaking book Influence: Science and Practice, which has sold over one million copies. His research appears in a wide range of academic and business journals and has attracted the attention of businesses and governments alike. In 2003, he was awarded the Donald T. Campbell Award for his distinguished contribution to the field of social psychology.

In this Book

  • YES!– 50 Secrets From The Science Of Persuasion
  • Introduction
  • How Can You Increase Your Persuasiveness By Inconveniencing Your Audience?
  • What Shifts The Bandwagon Effect Into Another Gear?
  • What Common Mistake Causes Messages To Self-Destruct?
  • When Persuasion Might Backfire, How Do You Avoid The ‘Magnetic Middle’?
  • When Does Offering People More Make Them Want Less?
  • When Does A Bonus Become An Onus?
  • How Can A New Superior Product Mean More Sales Of An Inferior One?
  • Does Fear Persuade Or Does It Paralyse?
  • What Can Chess Teach Us About Making Persuasive Moves?
  • Which Office Item Can Make Your Influence Stick?
  • Why Should Restaurants Ditch Their Baskets Of Mints?
  • What’s The Pull Of Having No Strings Attached?
  • Do Favours Behave Like Bread Or Like Wine?
  • How Can A Foot In The Door Lead To Great Strides?
  • How Can You Become A Jedi Master Of Social Influence?
  • How Can A Simple Question Drastically Increase Support For You And Your Ideas?
  • What Is The Active Ingredient In Lasting Commitments?
  • How Can You Fight Consistency With Consistency?
  • What Persuasion Tip Can You Borrow From Benjamin Franklin?
  • When Can Asking For A Little Go A Long Way?
  • Start Low Or Start High? Which Will Make People Buy?
  • How Can You Show Off Without Being Labelled A Show-Off?
  • What’s The Hidden Danger Of Being The Brightest Person In The Room?
  • What Can Be Learnt From Captainitis?
  • How Can The Nature Of Group Meetings Lead To Unnatural Disasters?
  • Who Is The Better Persuader? Devil’s Advocate Or True Dissenter?
  • When Can The Right Way Be The Wrong Way?
  • What’s The Best Way To Turn A Weakness Into A Strength?
  • Which Faults Unlock People’s Vaults?
  • When Is It Right To Admit That You Were Wrong?
  • When Should You Be Pleased That The Server Is Down?
  • How Can Similarities Make A Difference?
  • When Is Your Name Your Game?
  • What Tip Should We Take From Those Who Get Them?
  • What Kind Of Smile Can Make The World Smile Back?
  • What Can Be Learnt From The Hoarding Of Tea Towels?
  • What Can You Gain From Loss?
  • Which Single Word Will Strengthen Your Persuasion Attempts?
  • When Might Asking For All The Reasons Be A Mistake?
  • How Can The Simplicity Of A Name Make It Appear More Valuable?
  • How Can Rhyme Make Your Influence Climb?
  • What Can Batting Practice Tell Us About Persuasion?
  • How Can You Gain A Head Start In The Quest For Loyalty?
  • What Can A Box Of Crayons Teach Us About Persuasion?
  • How Can You Package Your Message To Ensure It Keeps Going, And Going, And Going?
  • What Object Can Persuade People To Reflect On Their Values?
  • Does Being Sad Make Your Negotiations Bad?
  • How Can Emotion Put Persuasion In Motion?
  • What Can Make People Believe Everything They Read?
  • Are Tri-Meth Labs Boosting Your Influence?
  • Influence In The 21st Century
  • Ethical Influence
  • Influence In Action
  • Influence At Work
  • Research Notes