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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.
Copyright © Reed Business Information, a division of Reed Elsevier Inc. All rights reserved.
Pressestimmen
"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
"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
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Buchdeckel | Copyright | Inhaltsverzeichnis | Auszug | Stichwortverzeichnis
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Die hilfreichsten Kundenrezensionen
5 von 5 Kunden fanden die folgende Rezension hilfreich:
5.0 von 5 Sternen
Fascinating Examples for Fans of Robert Cialdini's Book, Influence,
Von Donald Mitchell "Jesus Loves You!" (Thanks for Providing My Reviews over 110,000 Helpful Votes Globally) - Alle meine Rezensionen ansehen (TOP 500 REZENSENT)
Rezension bezieht sich auf: Yes!: 50 Scientifically Proven Ways to Be Persuasive (Gebundene Ausgabe)
Yes! could have been more appropriately titled as Influence 2 because the book is simply a series of brief examples that illustrate Professor Robert Cialdini's key principles described in his book, Influence (social proof, authority, commitment/consistency, scarcity, reciprocity, and personal liking). If you loved that book and want to dive deeper into its lessons, Yes! is a perfect choice.If you haven't yet read Influence, I recommend that you read that book before this one. Without Professor's explanations of why these principles work, the case histories in Yes! don't seem so special and interesting. Otherwise, you will probably just see Yes! as a bunch of unrelated stories, many of which don't apply to your marketing challenges. I would expect most people who read Yes! who haven't read Influence to rate Yes! with three stars. When you do read Influence, be sure to get the latest edition (the fifth edition came out in August 2008). Otherwise, you'll miss out on insights. I hired Professor Cialdini to speak to one of my research organizations, Share Price Growth 100, a number of years ago and the members rated him very highly for being able to apply the lessons of his research to the financial markets. I was intrigued to see some financial market examples in Yes! Be more persuasive in getting an ethical point across! Helfen Sie anderen Kunden bei der Suche nach den hilfreichsten Rezensionen
2 von 2 Kunden fanden die folgende Rezension hilfreich:
5.0 von 5 Sternen
was jeder wissen sollte,
Von
Rezension bezieht sich auf: Yes!: 50 Scientifically Proven Ways to Be Persuasive (Gebundene Ausgabe)
Ich finde, der Inhalt dieses Buches sollte zum Allgemeinwissen gehören.Gute, leichtverständliche und interessante Kapitel in leichtem Englisch deren Wissen die Sicht auf die Umwelt (vor allem in der Werbung) verändert. Kann ich jedem ohne Vorbehalt weiterempfehlen Helfen Sie anderen Kunden bei der Suche nach den hilfreichsten Rezensionen
3.0 von 5 Sternen
Wissenschaft auf Amerikanisch,
Rezension bezieht sich auf: Yes!: 50 Scientifically Proven Ways to Be Persuasive (Taschenbuch)
Ein wirklich gutes Buch zum Thema Überzeugen. Viele Beispiele und Erklärungen über Studienaufbau und -fragestellungen führen den Leser in die wissenschaftliche Welt des Überzeugens ein. Die Texte sind gut lesbar auch für mäßig gut englisch sprechende Menschen.Einziges, aber echtes, Manko: das Buch bringt kein ganzheitliches Konzept sondern reiht Phänomen an Phänomen und Studie an Studie. Manchmal scheint mir die Reihenfolge der Kapitel fast schon willkürlich gewählt. Daher 2 Punkte Abzug. Als Ergänzung zu z.B. Cialdini aber sehr empfehlenswert. Helfen Sie anderen Kunden bei der Suche nach den hilfreichsten Rezensionen
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