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Yes!: 50 Scientifically Proven Ways to Be Persuasive Paperback – 29 Dec. 2009

4.4 4.4 out of 5 stars 957 ratings

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Learn how small changes can make a big difference in your powers of persuasion with this New York Times bestselling introduction to fifty scientifically proven techniques for increasing your persuasive powers in business and life.

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Review

""Yes!" is the "Freakonomics" of social psychology. This book changed my way of looking at the world. This thinking is the real deal. Don't miss out!" -- Daniel Finkelstein, Comment Editor, "The Times" (London)

""Yes!" is the single best introduction to and distillation of research and wisdom on how to change people's minds, including your own." -- Warren Bennis, Distinguished Professor of Business, University of Southern California, author of "On Becoming a Leader" and coauthor of "Judgment: How Winning Leaders Make Great Calls"

"If you had a team of bright guys looking for research that you can actually use to improve your effectiveness, and they wrote it up for you with wit and style, putting it in nifty little reports of three to five pages, would that be useful? YES! This book is the trifecta: first-rate research, lively writing, and practical advice. Read it, enjoy it, use it." -- Dale Dauten, nationally syndicated King Features columnist and author of "The Gifted Boss"

"This easy-to-read summary of the social-psychological research on persuasion really does tell people how to get to 'yes.' Since we are all selling something, including ourselves, all the time, everyone can, and will be, reading this amazing book." -- Jeffrey Pfeffer, professor, Stanford Graduate School of Business, and author of "What Were They Thinking? Unconventional Wisdom About Management"

About the Author

Noah Goldstein is a protege of Cialdini's. He is an assistant professor at the University of Chicago Graduate School of Business. He earned a Ph.D. in psychology under Robert Cialdini at Arizona State University in 2007, and he has published research with Cialdini in the Journal of Personality and Social Psychology.

Steve Martin is the UK-based co-director of Influence at Work. Prior to joining with Robert Cialdini's consulting group, he held a number of positions in sales, marketing, and management at several blue-chip companies.

Robert Cialdini is recognized worldwide for his inspired field research on the psychology of influence. He is a
New York Times bestselling author. His books, including Influence, have sold more than three million copies in thirty-three languages. Dr. Cialdini is Regents' Professor Emeritus of Psychology and Marketing at Arizona State University and the president and CEO of Influence at Work, an international company that provides keynotes and influence training on how to use the lessons in Dr. Cialdini's books ethically and effectively.

Product details

  • Publisher ‏ : ‎ Free Press; Reprint edition (29 Dec. 2009)
  • Language ‏ : ‎ English
  • Paperback ‏ : ‎ 272 pages
  • ISBN-10 ‏ : ‎ 1416576142
  • ISBN-13 ‏ : ‎ 978-1416576143
  • Dimensions ‏ : ‎ 12.7 x 1.52 x 20.32 cm
  • Customer reviews:
    4.4 4.4 out of 5 stars 957 ratings

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4.4 out of 5 stars
957 global ratings

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Customers say

Customers find the book provides valuable insights into human psychology. They describe it as a great book for learning how to be more persuasive and practical. The writing style is clear, concise, and divided into small, easy-to-read chapters.

AI-generated from the text of customer reviews

31 customers mention ‘Information quality’31 positive0 negative

Customers find the book's information useful and insightful. They find the concepts interesting and effective, providing valuable information in all areas of life. The content is easy to understand and provides good techniques and skills that can be immediately applied. Overall, readers describe the book as a true treasure trove of ideas.

"...In terms of the ideas, it is a true treasure-trove! Many of them will be familiar to people with some experience in the field – others far less so...." Read more

"...and reread this book and even as a hardened marketeer I still find useful ideas on how to improve the marketing of my business and that of my clients..." Read more

"...Some really good techniques in here. Is a bit if-y in the middle, is great at the start and end." Read more

"...somebody who has not read anything like this before, I found it extremely useful in both my (new) professional life and in my personal life...." Read more

31 customers mention ‘Readability’29 positive2 negative

Customers find the book easy to read and engaging. They say it's a great book for learning how to be more persuasive and practical psychology. It provides significant insights and is concise and to the point, making it an essential read for anyone who needs to get things done. While some found the middle part a bit slow, overall they found the book informative and satisfying.

"...Is a bit if-y in the middle, is great at the start and end." Read more

"An easy and useful read, more like a mixture of evidence in social science which you may have stumbled upon in other similar books...." Read more

"...Has 50 examples, each of a few pages each, and thus is a great book to have in your bag, when traveling, and you only have time to read a few pages..." Read more

"I have enjoyed every page of this book because of two reasons...." Read more

12 customers mention ‘Ease of reading’12 positive0 negative

Customers find the book easy to read and concise. They appreciate the clear writing style without jargon. The chapters are divided into small, easy-to-read sections.

"Get this book! In terms of value for money, practicality, directness and ease of assimilation of the material this is the best book around in my..." Read more

"...The book has been divided into small easy to read chapters, which is good for those who don't want to wade through scientific papers to get to the..." Read more

"...Great style and straight to the point." Read more

"...is very direct. unfortunately it is not a first step into this theme, some basics on marketing..." Read more

5 customers mention ‘Value for money’5 positive0 negative

Customers appreciate the book's value for money. They find it practical, direct, and a useful tool.

"Get this book! In terms of value for money, practicality, directness and ease of assimilation of the material this is the best book around in my..." Read more

"...to internalize it, this can become a really interesting and profitable tool." Read more

"...The lessons to be learned from this book are of huge value to anyone interested in social influence whether professionally or just out of curiosity." Read more

"As described, good value!" Read more

A REVIEW - FOR EDUCATORS
5 out of 5 stars
A REVIEW - FOR EDUCATORS
Get this book! In terms of value for money, practicality, directness and ease of assimilation of the material this is the best book around in my opinion. It consists of 50 mini articles – ranging in length from two to three pages. Each one is based on one or more scientific studies and there are references at the back of the book. Following the description of the study and a brief discussion of the principle involved, the writers have considered possible applications – in the vast majority of cases in the world of business. The style of writing is clear, jargon-free and humorous.In terms of the ideas, it is a true treasure-trove! Many of them will be familiar to people with some experience in the field – others far less so. For instance, did you know that if you are going through a job interview, it may be a good idea to start with one of your shortcomings? (p. 102) Or that if a strategy is hard for your students to imagine they are far less likely to use it, regardless of how good it is? (the ‘Fluency’ principle - p. 148) Or that one of the best way to get people to like us is not to do things for them but to get them to do things for us? (‘The Franklin Principle’ – p. 72) And here is one of my favourite stories (p. 9): C. Szot brought about a huge increase in the number of people who bought a product, simply by changing three words in the advertising message: in place of the all-too-familiar ‘Operators are waiting, please call now’ she substituted ‘If operators are busy, please call again!’ A small change, but what a difference! Sales soared! Excellent!
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Top reviews from United Kingdom

  • Reviewed in the United Kingdom on 14 July 2016
    Get this book! In terms of value for money, practicality, directness and ease of assimilation of the material this is the best book around in my opinion. It consists of 50 mini articles – ranging in length from two to three pages. Each one is based on one or more scientific studies and there are references at the back of the book. Following the description of the study and a brief discussion of the principle involved, the writers have considered possible applications – in the vast majority of cases in the world of business. The style of writing is clear, jargon-free and humorous.
    In terms of the ideas, it is a true treasure-trove! Many of them will be familiar to people with some experience in the field – others far less so. For instance, did you know that if you are going through a job interview, it may be a good idea to start with one of your shortcomings? (p. 102) Or that if a strategy is hard for your students to imagine they are far less likely to use it, regardless of how good it is? (the ‘Fluency’ principle - p. 148) Or that one of the best way to get people to like us is not to do things for them but to get them to do things for us? (‘The Franklin Principle’ – p. 72) And here is one of my favourite stories (p. 9): C. Szot brought about a huge increase in the number of people who bought a product, simply by changing three words in the advertising message: in place of the all-too-familiar ‘Operators are waiting, please call now’ she substituted ‘If operators are busy, please call again!’ A small change, but what a difference! Sales soared! Excellent!
    Customer image
    5.0 out of 5 stars A REVIEW - FOR EDUCATORS
    Reviewed in the United Kingdom on 14 July 2016
    Get this book! In terms of value for money, practicality, directness and ease of assimilation of the material this is the best book around in my opinion. It consists of 50 mini articles – ranging in length from two to three pages. Each one is based on one or more scientific studies and there are references at the back of the book. Following the description of the study and a brief discussion of the principle involved, the writers have considered possible applications – in the vast majority of cases in the world of business. The style of writing is clear, jargon-free and humorous.
    In terms of the ideas, it is a true treasure-trove! Many of them will be familiar to people with some experience in the field – others far less so. For instance, did you know that if you are going through a job interview, it may be a good idea to start with one of your shortcomings? (p. 102) Or that if a strategy is hard for your students to imagine they are far less likely to use it, regardless of how good it is? (the ‘Fluency’ principle - p. 148) Or that one of the best way to get people to like us is not to do things for them but to get them to do things for us? (‘The Franklin Principle’ – p. 72) And here is one of my favourite stories (p. 9): C. Szot brought about a huge increase in the number of people who bought a product, simply by changing three words in the advertising message: in place of the all-too-familiar ‘Operators are waiting, please call now’ she substituted ‘If operators are busy, please call again!’ A small change, but what a difference! Sales soared! Excellent!
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    Customer image
  • Reviewed in the United Kingdom on 16 December 2008
    I have read and reread this book and even as a hardened marketeer I still find useful ideas on how to improve the marketing of my business and that of my clients. I read it thinking I knew a fair bit about persuasion and it turns out I did, but there were also lots of other things that I wasn't aware of.

    The book has been divided into small easy to read chapters, which is good for those who don't want to wade through scientific papers to get to the key points. There are those that may argue that the book has been simplified for the mass audience - to which I say great. It is an easy read full of really useful tips, especially if you want to market your business effectively. Some of which are referenced in The Brighter Marketing Bible for Small Businesses as I thought they would help small businesses understand how to market effectively to their customers.
    5 people found this helpful
    Report
  • Reviewed in the United Kingdom on 11 August 2016
    Boring language, thankfully they tell a story in each of the 50 ideas. Would be nice if they included a summary at the end of each chapter to quickly explain the way you can persuade people, thankfully they do it at the end instead.

    Some really good techniques in here. Is a bit if-y in the middle, is great at the start and end.
    2 people found this helpful
    Report
  • Reviewed in the United Kingdom on 26 February 2008
    This book was bought for me at Christmas as I wanted a career change and, as somebody who has not read anything like this before, I found it extremely useful in both my (new) professional life and in my personal life. I found the information in it easily digestible but not to the point of condescension. For those of us that have not had exposure to this kind of book in the past, it could not have been more practical. I have just bought another copy as a gift to my friend and I am hoping that he will benefit from it as much as I did!
    3 people found this helpful
    Report
  • Reviewed in the United Kingdom on 19 September 2016
    An easy and useful read, more like a mixture of evidence in social science which you may have stumbled upon in other similar books. Great style and straight to the point.
    One person found this helpful
    Report
  • Reviewed in the United Kingdom on 31 August 2011
    "YES! 50 Secrets from the science of persuasion" should be seen as a companion to Cialdini's book: Influence: The Psychology of Persuasion, where he lays out the theoretical framework in an organized and easy to understand manner. YES! Has 50 examples, each of a few pages each, and thus is a great book to have in your bag, when traveling, and you only have time to read a few pages at a time. You are then left with a great thought for how to be more convincing.
    Though for a great understanding of the concepts, one needs to read Influence.
    2 people found this helpful
    Report
  • Reviewed in the United Kingdom on 13 November 2015
    I have enjoyed every page of this book because of two reasons. The contents were very interesting and the results of each study was inspiring and educating.

    I recommend this book to anybody wishing to understand a bit more about the science of persuasion, with a clear aim to sharpen their skills when it comes to selling, marketing or general progress in life (we are all sales people after all).

    I strongly recommend.
    4 people found this helpful
    Report
  • Reviewed in the United Kingdom on 21 October 2010
    I have read some content about the principles or persuasion outlined by Robert Cialdini, one of the authors of this book. The 50 secrets to which they refer are mostly information and techniques related to those principles.

    I think that if you are willing to put some tabs on your copy and come to it at least a few times while training to internalize it, this can become a really interesting and profitable tool.
    One person found this helpful
    Report

Top reviews from other countries

Translate all reviews to English
  • E.
    5.0 out of 5 stars Great book
    Reviewed in the United States on 7 January 2025
    Had to get this for a marketing class, a really good read with a lot of useful info
  • João Paulo Gonçalves Santos
    5.0 out of 5 stars Excelente livro
    Reviewed in Brazil on 4 April 2020
    Ótimo livro!
    Leitura empolgante, com fácil linguagem e para quem está começando a ler persuasão, pode ser surpreendente pois mostra como coisas simples podem direcionar nossas tomadas de decisão.
    Cada capítulo expõe uma técnica/estratégia de persuasão, e o mais interessante, é que em cada capítulo tem experimentos que mostram como funcionam na prática.
    Recomendo a leitura!
  • Amazon Customer
    5.0 out of 5 stars Loving this book!
    Reviewed in Canada on 26 June 2019
    Wish I had more time to read it! There are great examples within.
  • Stanimir
    4.0 out of 5 stars Good book!
    Reviewed in Spain on 1 September 2018
    This is a really good book, with practical examples... But sometimes the same concept is repeated more then twice.
  • biju nambiar
    5.0 out of 5 stars I loved this book
    Reviewed in India on 8 September 2014
    I loved this book. Entertaining , Insightful and must read for all marketing and sales folks. Wont harm the others though. All you can say for this book is YES!