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Yes!: 50 Secrets From the Science of Persuasion by [Goldstein, Noah, Cialdini, Robert B. Professor, Steve J. Martin]
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Yes!: 50 Secrets From the Science of Persuasion Kindle Edition

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Length: 256 pages Word Wise: Enabled Enhanced Typesetting: Enabled
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Most of us are only too aware that, whatever roles we have in today's fast-moving world, much of our success lies in getting others to say 'Yes' to our requests. What many people might not be aware of, though, is the vast amount of research that has been conducted on the influence process. What factors cause one person to say 'Yes' to the request of another? Yes! is full of practical tips based on recent academic research that shows how the psychology of persuasion can provide valuable insights for anyone interested in improving their ability to persuade others - whether in the workplace, at home or even on the internet. It combines the counter-intuition of Freakonomics with the popularising of Does Anything Eats Wasps? For each mini-chapter contains a mystery which is solved in a way that provides food for thought for anyone looking to be more persuasive, and for anyone interested in how the world works.

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  • Format: Kindle Edition
  • File Size: 3992 KB
  • Print Length: 256 pages
  • Publisher: Profile Books; Main edition (9 July 2010)
  • Sold by: Amazon Australia Services, Inc.
  • Language: English
  • ASIN: B002UZ5K5I
  • Text-to-Speech: Enabled
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  • Word Wise: Enabled
  • Screen Reader: Supported
  • Enhanced Typesetting: Enabled
  • Average Customer Review: 4.0 out of 5 stars 1 customer review
  • Amazon Bestsellers Rank: #43,289 Paid in Kindle Store (See Top 100 Paid in Kindle Store)

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Format: Kindle Edition
"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.
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Most Helpful Customer Reviews on (beta) (May include reviews from Early Reviewer Rewards Program) 4.4 out of 5 stars 250 reviews
10 of 10 people found the following review helpful
5.0 out of 5 stars One of the Best in the Genre 8 January 2010
By Stephen Palmer - Published on
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As a marketing consultant and writer I read every persuasion book I can get my hands on. This is one of the most useful in the field that I've ever read.

I particularly appreciate the formatting. Each chapter begins with a scientific case study, followed by the relevant conclusions drawn from the study, then completed with ways the conclusions can be applied in a variety of circumstances. The effect on me was to spark tons of ideas for my clients.

The brief, yet concentrated chapters make for easy and engaging reading. I read the book the first time in one sitting, and not once did my attention wander. The formatting also means that you don't have to read the chapters sequentially -- you can open up to any chapter and get valuable, stand-alone content.

The most beneficial aspect of the book is the scientific research. Contrary to many other books in the field, you can feel comfortable with the empirical, rather than subjective, approach.

I've added this book to the core books on persuasion that I reference constantly.
3 of 3 people found the following review helpful
4.0 out of 5 stars Real examples of Persuasion 11 December 2008
By John Stedge - Published on
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Goldstein, Martin, and Cialdini writes a simple, funny, and eye-opening book on pursuasion strategy. In fact, as the title suggests there are 50 different examples and strategies one can utilize to be more pursuasive in normal day-to-day interactions with other people.

The authors challenge the notion that persuasion as art. For them, it is science. One can hypothesize, test, and field it. In fact, the 50 ways (or examples) are real life experiences of how persuasive strategy has been implemented scientifically.

As the authors points out that the purpose of the book is to show the underlying psychological processes, therefore, enhancing one's persuasiveness by properly aligning one's efforts to influence other people.

For instance, the authors writes that if one would like to persuade others to do something, the first step is to ask a little thing to create a vested interest. Once, a person is vested, it is easier to convince them to do more later on. Another example is that the word, "because", is the most persuasive word in the English vocabulary that one ought to utilize the most when trying to convince others to help you.

The book is very easy to read and in fact, quite enjoyable. I recommend it to those who want to learn the Science of Persuasion.
9 of 9 people found the following review helpful
5.0 out of 5 stars Simply Good Habits 15 August 2008
By The Spinozanator - Published on
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Very similar information presented in a different format could be a book about evolutionary psychology or a book about etiquette. The fact is, it matters that we communicate with a sensitivity as to how we are likely to be perceived. This collection of little known scientific studies documents what the "people person" seems to know intuitively. That these nuances are received on a partially subconscious level makes them all the more powerful.

Cialdini divides social psychology into six divisions:

1) Social Proof Studies
2) Reciprocation Tendency
3) Authority Respecting
4) Commitment & Consistency Response
5) Scarcity Reaction, and
6) The Liking & Loving Response

As another reviewer has pointed out, the chapter titles are designed to create curiosity. If you need to get up early in the morning, resist reading the title to the next chapter.

An easy five stars for this extremely well-written and useful book.

4 of 4 people found the following review helpful
5.0 out of 5 stars The most powerful, helpful book on persuasion I've ever read 9 February 2009
By Susanna Hutcheson - Published on
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There are 93 reviews as I write this. Therefore, I won't write a long review or rehash what others have said. Let me simply say that I have read just about everything ever written about persuasion. This is by far the best, most effective book I've read. Moreover, what is written in this book is not a rehash of all the other material. This is all fresh, new material that you can apply instantly. I know I have. I can't express to you enough how great this book is. I wouldn't take $10,000 for my copy.

Just buy it. You'll be glad you did.

- Susanna K.Hutcheson
5.0 out of 5 stars wow. Even if you arent in marketing or biz ... 30 May 2017
By Jesse - Published on
Verified Purchase
wow. Even if you arent in marketing or biz it is very interesting info for life and enlightening to read about how our subconscious chooses to comply sometimes but not others.