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Influence
Book reviews > Yes! 50 Secrets from the Science of Persuasion
Goldstein, N.J., Martin, S.J. and Cialdini, R.B. (2007). Yes! 50 Secrets from the Science of Persuasion, London: Profile Books
This was a book I picked up at a lecture by Robert Cialdini at the RSA in London. As one of the greats, I felt it was a no-brainer and didn't even bother opening the cover. At £9 it was a bargain (I would have paid twice the price).
Based on the methods in Cialdini's book, Influence, this little tome is largely comprised of 50 chapters that illustrate the six principles in action. Whilst not adding new principles beyond the original book, this tome is highly readable and provides a much-needed 'fieldbook' that complements 'Influence' with a long series of examples of how the principles may be applied in a wide range of settings.
I could have been disappointed that 'nothing new' was added. Certainly, the principles of 'Influence' were unchanged. However, I was not at all disappointed, and I read the book with great pleasure. It is written in a clear and accessible way, with many relevant and engaging examples and I have no hesitation in recommending it.
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Robert B. Cialdini, Influence: The Psychology of Persuasion (Revised edition), Quill, NY, 1994
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Originally published in 1984, this is an absolute classic on influence and
persuasion. Cialdini identifies six key principles by which we are heavily
influenced: Reciprocation, commitment/consistency, social proof,
liking, authority and scarcity. Highly readable and academically sound.