Review: Yes! 50 Secrets from the Science of Persuasion

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.

Buy Me

Robert B. Cialdini, Influence: The Psychology of Persuasion (Revised edition), Quill, NY, 1994

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.