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Small changes can make a big difference in your powers of
persuasion
What one word can you start using today to increase your
persuasiveness by more than fifty percent?
Which item of stationery can dramatically increase people's
responses to your requests?
How can you win over your rivals by inconveniencing them?
Why does knowing that so many dentists are named Dennis improve
your persuasive prowess?
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.
Co-written 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. Why did a sign pointing out the problem of
vandalism in the Petrified Forest National Park actually "increase"
the theft of pieces of petrified wood? Why did sales of jam
multiply tenfold when consumers were offered many "fewer" flavors?
Why did people prefer a Mercedes immediately after giving reasons
why they prefer a BMW? What simple message on cards left in hotel
rooms greatly increased the number of people who behaved in
environmentally friendly ways?
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.
Over the course of the last four decades, Robert Cialdini's work
has helped spark an intellectual revolution in which social
psychological ideas have become increasingly influential. The
concepts presented in his book, Influence: The Psychology of
Persuasion, have spread well beyond the geographic boundaries of
North America and beyond the field of academic social psychology
into the areas of business, health, and politics. In this book,
leading authors, who represent many different countries and
disciplines, explore new developments and the widespread impact of
Cialdini's work in research areas ranging from persuasion strategy
and social engineering to help-seeking and decision-making. Among
the many topics covered, the authors discuss how people
underestimate the influence of others, how a former computer hacker
used social engineering to gain access to highly confidential
computer codes, and how biology and evolution figure into the
principles of influence. The authors break new ground in the study
of influence.
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