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Most Helpful Customer Reviews
13 of 13 people found the following review helpful
Format:Hardcover
Yes! is an entertaining book - to match the title, it's a blast! Noah J. Goldstein, Steve J. Martin and Robert B. Cialdini provide, as the subtitle indicates, 50 distinct examples, explanations or techniques to help you become more persuasive. They present the general principles of persuasion and discuss an abundance of specific, detailed uses. The authors offer numerous studies (their own and others'), hypothetical situations, and elucidations of what to do and what not to do. They advocate the idea that you can and should test persuasive strategies. They are convincing, and they write wittily and breezily. getAbstract recommends this useful book to anyone engaged in persuasion, including executives, marketers, trainers and salespeople.
8 of 8 people found the following review helpful
Format:Paperback
"Researchers are often on the lookout for ways to apply their scientific knowledge to make existing policies and procedures even more effective." This book uses social science research to suggest fifty ways we can persuade more effectively. It draws on over half a century of the scientific study of persuasion. The authors recommend this research as a more reliable source of effective strategies that our individual experiences or intuitions.
Each of the book's fifty issues is presented in a brief, readable chapter that begins with a question. Here are five of the more interesting questions:
1. What common mistake causes messages to self-destruct? If you mention how many people are doing something bad, you may unintentionally provide "social proof" that this behavior is acceptable.
2. Does fear persuade or does it paralyze? Fear only motivates us to action if we have a clear and effective means of reducing the danger.
3. Start low or start high? Which will make people buy? Lower auction starting prices convince more people to start bidding and this increased participation convinces others to join in. Once someone bids, they keep bidding to avoid losing their investment of time and effort.
4. What can a box of crayons teach us about persuasion? Unusual names ("Kermit Green") that engage us in solving a puzzle make crayon color names easier to remember.
5. When does letting the call go to voicemail cause a hang-up in your influence? People from individualistic cultures value the informational aspect of communication while those from collectivistic cultures value the relationship-building aspect. An "individualist" might offend some of his colleagues by always letting voice mail answer the phone.
Readers interested in a more thorough, research-oriented treatment of persuasion may want to continue with Robert Cialdini's book Influence: Science and Practice. This much thicker book presents its research according to six universal principles of social influence: reciprocation, authority, commitment/consistency, scarcity, liking, and social proof.
Each of the book's fifty issues is presented in a brief, readable chapter that begins with a question. Here are five of the more interesting questions:
1. What common mistake causes messages to self-destruct? If you mention how many people are doing something bad, you may unintentionally provide "social proof" that this behavior is acceptable.
2. Does fear persuade or does it paralyze? Fear only motivates us to action if we have a clear and effective means of reducing the danger.
3. Start low or start high? Which will make people buy? Lower auction starting prices convince more people to start bidding and this increased participation convinces others to join in. Once someone bids, they keep bidding to avoid losing their investment of time and effort.
4. What can a box of crayons teach us about persuasion? Unusual names ("Kermit Green") that engage us in solving a puzzle make crayon color names easier to remember.
5. When does letting the call go to voicemail cause a hang-up in your influence? People from individualistic cultures value the informational aspect of communication while those from collectivistic cultures value the relationship-building aspect. An "individualist" might offend some of his colleagues by always letting voice mail answer the phone.
Readers interested in a more thorough, research-oriented treatment of persuasion may want to continue with Robert Cialdini's book Influence: Science and Practice. This much thicker book presents its research according to six universal principles of social influence: reciprocation, authority, commitment/consistency, scarcity, liking, and social proof.
2 of 2 people found the following review helpful
Format:Paperback
Yes! is an easy-to-read, brilliantly-written book about why people behave the way they do. It is made up of 50 very short chapters, each one backed up with research, and is one of the best business books I have ever read. Should you buy it? Yes!
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Most Recent Customer Reviews
Good but not great
In my opinion the most of the reviews are overrated. Don't get me wrong I still like it but it is not the greatest book. Read more
Published 4 months ago by VICTOR
Fantastic
I haven't even completed reading the book yet but I can recommend it without hesitation. The examples/points are short and succinct which makes it perfect to pick up and read... Read more
Published 12 months ago by SSS.DDH
funny, easy and very interesting
This is the first book I am reading in this subject and my boyfriend and I find it very interesting. Read more
Published on 8 Jan 2010 by melissa
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