You'll learn the six universal principles, how to use them to become a skilled persuader—and how to defend yourself against them. Perfect for people in all walks of life, the principles of Influence will move you toward profound personal change and act as a driving force for your success.
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Every day we face the challenge of persuading others to do what we want. But what makes people say yes to our requests? 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! reveals fifty simple but remarkably effective strategies that will make you much more persuasive at work and in your personal life, too.
Cowritten by the world’s most quoted expert on influence, Professor Robert Cialdini, Yes! presents dozens of surprising discoveries from the science of persuasion in short, enjoyable, and insightful chapters that you can apply immediately to become a more effective persuader.
Often counterintuitive, the findings presented in Yes! will steer you away from common pitfalls while empowering you with little known but proven wisdom.
Whether you are in advertising, marketing, management, on sales, or just curious about how to be more influential in everyday life, Yes! shows how making small, scientifically proven changes to your approach can have a dramatic effect on your persuasive powers.
What separates effective communicators from truly successful persuaders? With the same rigorous scientific research and accessibility that made his Influence an iconic bestseller, Robert Cialdini explains how to prepare people to be receptive to a message before they experience it. Optimal persuasion is achieved only through optimal pre-suasion. In other words, to change “minds” a pre-suader must also change “states of mind.”
Named a “Best Business Books of 2016” by the Financial Times, and “compelling” by The Wall Street Journal, Cialdini’s Pre-Suasion draws on his extensive experience as the most cited social psychologist of our time and explains the techniques a person should implement to become a master persuader. Altering a listener’s attitudes, beliefs, or experiences isn’t necessary, says Cialdini—all that’s required is for a communicator to redirect the audience’s focus of attention before a relevant action.
From studies on advertising imagery to treating opiate addiction, from the annual letters of Berkshire Hathaway to the annals of history, Cialdini outlines the specific techniques you can use on online marketing campaigns and even effective wartime propaganda. He illustrates how the artful diversion of attention leads to successful pre-suasion and gets your targeted audience primed and ready to say, “Yes.” His book is “an essential tool for anyone serious about science based business strategies…and is destined to be an instant classic. It belongs on the shelf of anyone in business, from the CEO to the newest salesperson” (Forbes).
In The small BIG, three heavyweights from the world of persuasion science and practice -- Steve Martin, Noah Goldstein and Robert Cialdini -- describe how, in today's information overloaded and stimulation saturated world, it is increasingly the small changes that you make that lead to the biggest differences.
In the last few years, more and more research - from fields such as neuroscience, cognitive psychology, social psychology, and behavioral economics - has helped to uncover an even greater understanding of how influence, persuasion and behavior change happens. We are learning that it is not information per se that leads people to make decisions, but the context in which that information is presented.
Drawing from extensive research in the new science of persuasion, the authors present lots of small changes that can bring about momentous shifts in results. It turns out that anyone can significantly increase his or her ability to influence and persuade others, not by informing or educating people into change but instead by simply making small shifts in approach that link to deeply felt human motivations.
This volume incorporates theory and research stemming from three different approaches to social influence: social influence principles across cultures, social influence and social change across cultures, and culture and moral perspective in the social influence process. Because each of these three parts encompasses a considerable variety of research methodologies, social contexts, and cultures, each is proceeded by an integrative commentary authored by one of the book editors. These essays provide syntheses of the topics and themes within the corresponding sections and within the book as a whole. They also offer critical commentaries on both theoretical and methodological issues, raise suggestions for future research, and focus on practical applications.
This book is intended for both scholars interested in cross- and multicultural research into the mechanisms of the social influence process and for the professional whose mission is to make planned changes in a society. Knowledge about the influence process, especially regarding how it works in different cultures and within several cultural groups, facilitates this goal. The practical implications ending each chapter serve as encouraging instructions for such applications.
Как привлечь и удержать внимание людей, которые вас интересуют? Для этого нужна стратегия создания и распространения контента, верное сочетание хорошей идеи, доверия и размера аудитории, то есть — своеобразная формула эффекта. Именно ее путем проб и ошибок настойчиво выводили авторы этой книги. Теперь эту формулу можно применить к блогам, твитам, видео и даже к офлайновым рекламным кампаниям, чтобы понять, какой эффект произведут определенные действия, и построить в Сети общение, приносящее результаты.Описанные в книге принципы и методики основаны на человеческой психологии, а потому останутся столь же эффективными и после выхо-да очередной веб-технологии.
Для всех, кто занимается маркетингом в интернете.
Книга издательства 'Манн, Иванов и Фербер'