PDF Yes!: 50 Scientifically Proven Ways to Be Persuasive

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Over the last few years, the moral dilemma facing hotel guests has changed. These days, the question of whether to remove the towels from their room has been replaced by the question of whether to reuse the towels during the course of their stay. With the increasing adoption of environmental programs by hotels, more and more travelers are being asked to reuse their towels to help conserve environmental resources, save energy, and reduce the amount of detergent-related pollutants released into the environment.

In most cases, this request comes in the form of cards placed in guests' bathrooms -- cards that provide some surprising insights into the remarkable science of persuasion. A survey of the persuasive messages conveyed by dozens of request cards from a wide variety of hotels around the globe reveals that these cards most commonly attempt to encourage towel recycling efforts by focusing guests almost exclusively on the importance of environmental protection.

In other words, guests are almost invariably informed that reusing their towels will conserve natural resources and help spare the environment from further depletion, disruption, and corruption. To further draw guests' attention to the impact of towel recycling on the environment, this information is often accompanied by various eye-catching, environment-related pictures in the background, ranging from rainbows to raindrops to rainforests This persuasion strategy generally seems to be an effective one. For example, one of the largest manufacturers of these signs, whose messages focus entirely on the importance of environmental protection, reports that the majority of hotel guests who have the opportunity to participate in these programs do reuse their towels at least once during their stay.

But could the results be improved? Researchers are often on the lookout for ways to apply their scientific knowledge to make existing policies and practices even more effective. Much like a highway billboard that reads, "Place your ad here," these little towel recycling cards spoke to us, practically pleaded with us, to "Test your ideas here.

Yes!: 50 Scientifically Proven Ways to Be Persuasive

And in doing so, we showed that just by making a small change to the way in which the request is made, hotel chains can do much, much better. As this book will reveal, starting with our towel experiments, small, easy changes to our messages and to our requests can make them vastly more persuasive.

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In fact, we're going to claim that everyone's ability to persuade others can be improved by learning persuasion strategies that have been scientifically proven to be successful. We will report on dozens of studies, some conducted by us, some by other scientists, that demonstrate this point in many different settings. Along the way, we will discuss the principles behind these findings.

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.

In addition to presenting a variety of effective and ethical persuasion strategies, we also discuss the types of things to watch out for to help you resist both subtle and overt influences on your decision-making. The studies discussed in this book are scientifically rigorous, but they can also be fun. For example, we'll seek to provide insights about what single office supply can make your attempts to persuade others significantly more effective, what Luke Skywalker can teach us about being an influential leader, why people named Dennis are disproportionately more likely to become dentists, how slipping your audience the perfectly legal drug 1,3,7-trimethylxanthin can help you become more persuasive, how inconveniencing your rivals will make them more likely to do favors for you, and why people would be more likely to buy a BMW just after giving reasons for preferring a Mercedes.

How to Get People to Say Yes: A Psychology Professor Explains the Science of Persuasion - Inc.

We'll also seek to answer a number of other important questions. For example: What common mistake do communicators often make that causes their message to backfire? Which one word will strengthen your persuasion attempts? Is it better to start low or high when selling items on eBay? How can you turn your weaknesses into persuasive strengths? How can waiters increase their tips without changing the quality of their service?

And why can sometimes seeing yourself -- or being seen by others -- as an expert result in one of the most dangerous situations in which you could ever be placed? The scientific study of persuasion has been continuing for over half a century now.

Chapter-by-Chapter Takeaways of Yes! 50 Scientifically Proven Ways to Be Persuasive

Yet, the research on persuasion is somewhat of a secret science, often lying dormant in the pages of academic journals. Considering the large body of research that's been produced on the subject, it might be useful to take a moment to think about why this research is so often overlooked. It's no surprise that people who are faced with choices about how to influence others, including important program or policy choices, will often base their decisions on thinking that's grounded in the established theories and practices of fields such as economics, finance, and public policy.

However, what's puzzling is how frequently decision-makers fail to use established psychological theories and practices to guide them in their choices.

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One potential explanation for this tendency is that, unlike the fields of economics, finance, and public policy, which tend to require learning from outsiders to achieve even a minimal level of competence, people believe they already possess an intuitive understanding of psychological principles simply by virtue of living life and interacting with others.

As a consequence, they're less likely to learn and to consult the psychological research when making decisions, setting policies, or generating solutions to problems.

This overconfidence inevitably leads people to miss golden opportunities for psychologically informed social influence -- or worse still, to misuse psychological principles to the detriment of themselves and others. 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 sixty years of research into the psychology of persuasion, Yes!

Cowritten by the world's most quoted expert on influence, Professor Robert Cialdini, Yes! 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!


Chapter-by-Chapter Takeaways of Yes! 50 Scientifically Proven Ways to Be Persuasive

Whether you are in advertising, marketing, management, on sales, or just curious about how to be more influential in everyday life, Yes! More By and About This Author. Buy this book. Zeebra Books. Hardcover - pages - Show other formats. Discover what to read next.