Features
- Cover Type: Hard Cover with 272 pages
- Published by: Free Press June 10, 2008
- Written in: English
- ISBN 10 Number: 1416570969
- ISBN 13 Number: 978-1416570967
-
Book Dimensions:
8 x 5.3 x 1 inches
- Weighs: 12 ounces
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.
Product Review
"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
Reader ReviewsMuch like the Dale Carnegie classic, one could consider this the scientific version with current and updated studies and field tested facts. Though many will probably purchase this book primarily due to Robert Cialdini's authorship based on his polymath classic "Influence: The Psychology of Persuasion", I had to rate this book (in my view a sequel) at only 3 stars. This somewhat lower grade is mainly due to the fact that it is very hard to surpass oneself after one has published a masterpiece (no disrespect to the other co-authors). Regardless, this book still holds its own and the stories are fast moving with heavy doses (50 to be exact) of social influences, such as: 1) Social Proof Studies 2) Reciprocation Tendency 3) Authority Respecting 4) Commitment & Consistency Response 5) Scarcity Reaction, and 6) The Liking & Loving Response If you have previously read Influence, you will like this book. If you have not, this book is a good introductory start on the subject matter of social influences. If one really likes this subject and wants to pursue it in more depth, please also refer to other fine books on the subject such as, How We Know What Isn't So (very good), Mean Markets and Lizard Brains (Hidden Gem), The Psychology of Judgment & Decision Making (Classic), or Poor Charlie's Almanack (Charlie's Insights). Good reading and enjoy :)
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