[.ca] Yes!: 50 Scientifically Proven Ways to Be Persuasive (ISBN 1416570969)

Become a Master Pursuader:
Yes! 50 Scientifically Proven Ways to be Persuasive, written by Goldstein, Martin and Cialdini, takes the scientific research and studies done on persuasion over the past 50+ years and presents an easy to understand book on how to convince people. According to the authors, "The central purpose of this book is to provide the reader with a better understanding of the psychological processes underlying our efforts to influence others to shift their attitudes or behavior in a direction that results in positive outcomes for both parties." The authors go to pains to convince us that persuasion is a science, not an art. They believe that, unlike books on business, economics and so on, there are not many books on persuasion because most people believe they already know how to convince people. which is a mistake, according to them. They begin with the 6 universal principles of social influence: * Reciprocation * Authority * Commitment/consistency * Scarcity * Liking * Social proof What follows are 50 mini-chapters. Each refers to scientific studies, but the chapters are breezy and easy to read. Here are some examples: * When pursuasion might backfire, how do you avoid the magnetic middle? * when does a bonus become an onus? * Does fear persuade or does it paralyze? * What is the active ingredient in lasting commitments? * What's the hidden danger of being the brightest person in the room? *When is a loser an winner? Insightful and thought-provoking, this book is useful for both social and business situations. By the author of the award winning book, Harmonious Environment: Beautify, Detoxify and Energize Your Life, Your Home and Your Planet.