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Publisher's Summary

Small changes can make a big difference in your powers of persuasion.

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 60 years of research into the psychology of persuasion, Yes! reveals 50 simple but remarkably effective strategies that will make you much more persuasive at work and in your personal life, too.

Cowritten 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.

©2008 Noah J. Goldstein, Steve J. Martin, and Robert B. Cialdini; (P)2009 Simon & Schuster

Critic Reviews

"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)

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  • Overall
  • Claire
  • Pacifica, CA, United States
  • 03-05-11


This book is concise and to the point. Not only are the suggestions backed up with scientific evidence, but they are also actionable in a variety of different circumstances. Although some of the examples toward the end of the book were less about persuasion and less applicable to my particular situation as a small, local, service-based business owner, this is the best marketing book I've ever read. It made me feel energized and inspired to try the simple strategies rather than overwhelmed and demoralized by complex theory that may or may not work and requires a lot of time and effort to see results. Head and shoulders above "Guerrilla Marketing."

1 of 2 people found this review helpful

  • Overall
  • Chris
  • SAN JOSE, CA, United States
  • 01-19-11

A capturing read

A capturing read that focuses on facts and the outcomes of scientific studies in regards to how people subcutaneously react to words, images, group vs. individual dynamics, etc. Differences in cultures, real world examples with other companies or governments, and small recommendations to common practices were appreciated to help exemplify the facts. Being persuasive in a leadership context, without the direct managerial role coming into play, is an important characteristic for day to day life. Recommended

1 of 2 people found this review helpful

  • Overall
  • David
  • Chandler, AZ, United States
  • 01-03-11

Let down

This book was a poorly written version of 59 seconds. Every item they discuss was based on that book, they add in an attempt at "clever" comments that fail every time. If you want the exact same information only presented better and with the actual experimenters names and better explanations I suggest Richard Wiseman's 59 seconds.

  • Overall
  • Koleen
  • Eatontown, NJ, United States
  • 12-29-10


I enjoyed this book and came away with some things to think about for how a company needs to market itself.

  • Overall
  • Glenn
  • Richmond Hill, ON, Canada
  • 12-26-10

Many persuasive ideas

I liked the few new persuasive ideas and the many stories and examples he presented. While there were 50 persuasive ideas, many of them where supported by light scientific evidence and others even if true had little persuasive power. Overall it is worth having to skim to the chapters that interest you.

  • Overall
  • Andy
  • Chicago, IL, United States
  • 12-23-10

Great Information

Having read, "Influence", my expectations were high, and I was not disappointed. Tons of useful information, very well written, and a great book.

  • Overall

Really interesting

This is a really interesting book no matter what your profession that looks at what elicits the desired response from people. It was very well presented, even as the authors were slicing and dicing percentage responses.

  • Overall
  • Performance
  • Story

Subliminally effective means to a desirable result

Would you listen to Yes! again? Why?

Little niches can escape your day to day thought process, listening to YES! Again can awaken those slumbering ideas.

What other book might you compare Yes! to and why?

The Science of Persuasion is incredibly important in marketing in todays fast paced lifestyle of Social Media, where the effective attention span has been dauntingly reduced to about 7 Seconds. Having the ability to communicate effectively is becoming a lost art, in itself.Today's world of Twitter and Facebook has made life so full of immediate gratification , that we are losing the intimacy of communication and gracefulI conversations. Todays maketplace is me, me, me, now, now, now and how come its not done yet. So to wrap things up Presuasion is becoming precisely finite ...

What about Blair Hardman’s performance did you like?

The information presented is backed by years of systematic analysis, narrowing down the most effective and efficient means.

If you were to make a film of this book, what would be the tag line be?

The 7 Second effect!

Any additional comments?

A necessary listen (read) for todays imarketing, a must for the professional library..DW

1 of 3 people found this review helpful

  • Overall
  • Performance
  • Story
  • Joe Bloggs
  • WASHINGTON, IL, United States
  • 06-22-13

Egg Heads wrote this book

Would you listen to Yes! again? Why?

No, it was somewhat interesting but in the end reading a book will never make you more persuasive, only practice can make you more persuasive. The authors give the facts, but fail to delve very far below the surface as to what is going on. Also, the jokes are as lame as they come.

What could the authors have done to make this a more enjoyable book for you?

I don't know, but the book reads like a college paper that goes on way too long where it should be short and way too short where some additional explanation would be nice. Also, the political correctness of the this book oozes out through the seams here and there; not so much by what is said but by what is not said.

What did you like about the performance? What did you dislike?

Too happy, too upbeat, not real or just annoying; it's the kind of thing you try to forget.

What’s an idea from the book that you will remember?

My main take away is social proof or what I have termed Group Guidance which I think better describes what is going on when people make decisions based on what a group is doing or not doing. The book never gets into why this works on some and not others though, although it's pretty obvious that not considering oneself a part of the subject group would be one reason.

Any additional comments?

I wrote too much already, starting to feel like I could have written this book, which I probably could have. That's not a compliment.

0 of 1 people found this review helpful

  • Overall
  • Performance
  • Story

wasn't my cup of tea

What disappointed you about Yes!?

it was tough to listen to. both the narrator and content were difficult to digest

Would you be willing to try another one of Blair Hardman’s performances?

probably not

Any additional comments?

i got this book because i've seen robert cialdini speak live and he was amazing. wasn't able to get through this book entirely

0 of 1 people found this review helpful