The Science of Persuasion

Per­sua­sion is not an art; it’s a sci­ence.

That’s accord­ing to Yes!—the book by social psy­cho­lo­gists Robert Cialdini, Noah Gold­stein and Steve Mar­tin that pro­poses to offer 50 ‘sci­en­tific­ally proven ways to be persuasive’. 

For his review of the book, Alex Moskalyuk lists these 50 ways to be per­suas­ive, as gleamed from dozens of psy­cho­logy stud­ies.

2. Intro­duce herd effect in highly per­son­al­ized form. The hotel sign in the bath­room informed the guests that many pri­or guests chose to be envir­on­ment­ally friendly by recyc­ling their tow­els. How­ever, when the mes­sage men­tioned that major­ity of the guests who stayed in this spe­cif­ic room chose to be more envir­on­ment­ally con­scious and reused their tow­els, tow­el recyc­ling jumped 33%, even though the mes­sage was largely the same.

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