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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.
At some point today you will have to influence or persuade someone
- your boss, a co-worker, a customer, client, spouse, your kids, or
even your friends. What is the smallest change you can make to your
request, proposal or situation that will lead to the biggest
difference in the outcome?
In The small BIG, three heavyweights from the world of persuasion
science and practice -- Steve Martin, Noah Goldstein and Robert
Cialdini -- describe how, in today's information overloaded and
stimulation saturated world, increasingly it is the small changes
that you make that lead to the biggest differences.
In the last few years more and more research - from fields such as
neuroscience, cognitive psychology, social psychology, and
behavioral economics - has helped to uncover an even greater
understanding of how influence, persuasion and behavior change
happens. Increasingly we are learning that it is not information
per se that leads people to make decisions, but the context in
which that information is presented.
Drawing from extensive research in the new science of persuasion,
the authors present lots of small changes (over 50 in fact) that
can bring about momentous shifts in results. It turns out that
anyone can significantly increase his or her ability to influence
and persuade others, not by informing or educating people into
change but instead by simply making small shifts in approach that
link to deeply felt human motivations.
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