Small changes can make a big difference in your powers of persuasion. 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 60 years of research into the psychology of persuasion, Yes! reveals 50 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. Why did a sign pointing out the problem of vandalism in the Petrified Forest National Park actually increase the theft of pieces of petrified wood? Why did sales of jam multiply tenfold when consumers were offered many fewer flavors? Why did people prefer a Mercedes immediately after giving reasons why they prefer a BMW? What simple message on cards left in hotel rooms greatly increased the number of people who behaved in environmentally friendly ways? 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.
Â©2008 Noah J. Goldstein, Steve J. Martin, and Robert B. Cialdini (P)2009 Simon & Schuster
A masterful account of today's money culture, showing how the underpricing of risk leads to catastrophe. When it comes to markets, the first deadly sin is greed. Michael Lewis is our jungle guide through five of the most violent and costly upheavals in recent financial history: the crash of '87, the Russian default (and the subsequent collapse of Long-Term Capital Management), the Asian currency crisis of 1999, the Internet bubble, and the current sub-prime mortgage disaster. With his trademark humor and brilliant anecdotes, Lewis paints the mood and market factors leading up to each event, weaves contemporary accounts to show what people thought was happening at the time, and then, with the luxury of hindsight, analyzes what actually happened and what we should have learned from experience. As he proved in Liar's Poker, The New New Thing, and Moneyball, Lewis is without peer in his understanding of market forces and human foibles. He is also, arguably, the funniest serious writer in America.
Â©2008 Michael Lewis (P)2008 Simon & Schuster Audio
In The Enzyme Factor, Dr. Hiromi Shinya presents his research, grounded in his 45 years of medical practice in the United States and Japan. This research supports the idea of a miracle enzyme out of which all the enzymes the body needs are produced. He suggests cancer and other diseases occur when this key enzyme is depleted and cannot properly do its job. In this book he clearly shows how what we eat affects that key. Dr. Shinya's science is clearly explained and easy to understand. The suggestions for diet and lifestyle based on this science are simple and easy to follow. Even those who think they know everything about how to eat right will be surprised when they discover what is really healthy. This simple health regime has led hundreds of his patients, many suffering from cancer and other life-threatening diseases, to perfect health. Inside The Enzyme Factor you will discover: How to look younger and delay aging How to live strengthen your body's natural defenses. How to become a healthy 100 year old Misconceptions with many dietary trends What your intestinal traits can teach you about your health Why drinking milk will cause osteoporosis How your body will become oxidized if you eat oxidized foods Why eating the meat of animals that have a higher body temperature than humans pollutes the blood The inseparable relationship between the human body and the land How love activates the immune system This is a new, important, and affordable approach to health care in America by the world's leading gastroenterologist, and inventor of colonoscopic surgery, who has spent his life in empirical research on the subject of human digestion. If we follow Dr. Shinya's health prescription we will lose weight, be fit, save money, and enjoy a long and healthy life.
Â©2005 Hiromi Shinya, MD (P)2017 Millichap Books LLC
Most of us know what it feels like to fall under the spell of food - when one slice of pizza turns into half a pie, or a handful of chips leads to an empty bag. But it's harder to understand why we can't seem to stop eating - even when we know better. When we want so badly to say "no," why do we continue to reach for food? Dr. David Kessler, the dynamic former FDA commissioner who reinvented the food label and tackled the tobacco industry, now reveals how the food industry has hijacked the brains of millions of Americans. The result? America's number-one public health issue. Dr. Kessler cracks the code of overeating by explaining how our bodies and minds are changed when we consume foods that contain sugar, fat, and salt. Food manufacturers create products by manipulating these ingredients to stimulate our appetites, setting in motion a cycle of desire and consumption that ends with a nation of overeaters. The End of Overeating explains for the first time why it is exceptionally difficult to resist certain foods and why it's so easy to overindulge. Dr. Kessler met with top scientists, physicians, and food industry insiders. The End of Overeatinguncovers the shocking facts about how we lost control over our eating habits - and how we can get it back. Dr. Kessler presents groundbreaking research, along with what is sure to be a controversial view inside the industry that continues to feed a nation of overeaters - from popular brand manufacturers to advertisers, chain restaurants, and fast-food franchises. For the millions of people struggling with weight as well as for those of us who simply don't understand why we can't seem to stop eating our favorite foods, Dr. Kessler's cutting-edge investigation offers new insights and helpful tools to help us find a solution. There has never been a more thorough, compelling, or in-depth analysis of why we eat the way we do.
Â©2009 David A. Kessler, M.D. (P)2009 Simon & Schuster, Inc.