YES! 50 Secrets from the Science of Persuasion by Noah J. Goldstein PhD, Steve J. Martin and Robert B. Cialdini PhD


If you are working in Advertising, Sales or Marketing field and want to brush up on your negotiation and persuasion skills, this is the book to pick up. Consisting of fifty chapters, each based on the results and findings of in-depth experiments and research conducted by different universities and researchers in the science of persuasion.

yes 50 secrets

Whenever there are scientific findings involved, it is backed up by evidence conducted through experiments and this is what gives ‘YES!’ credibility and validates the tips and techniques discussed in every chapter. Moreover, a resource and point of reference for further study in each technique is also provided at the end of the book for those who may want to look further into each subject.

The ability to persuade people is part of any negotiation process and once learned, will greatly enhance a person’s ability to win support, gain credibility and as a result, become an influential speaker or negotiator. The 50 chapters in ‘YES!’ are precise and since each chapter is an independent scientific research, readers do not necessarily have to read the book in order. You can open the book and go to any chapter and learn about any research you want to learn about first.

Recommendation: Anyone in advertising, marketing, sales, or a role that involves a negotiation will benefit most out of this book.

Rating: 7.5/10

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