TY  - BOOK
AU  - Goldstein, Noah J. 
AU  - Martin, Steve J. 
AU  - Cialdini, Robert B.
TI  - Yes!: 50 Secrets from the Science of Persuasion
SN  - 9781846680168 
U1  - 303.342 
PY  - 2007///
CY  - London : 
PB  - Profile, 
KW  - Persuasion (Psychology)
N1  - How can you increase your persuasiveniess by inconveniencing your audience? --
What shifts the bangwagon effect into another gear? --
What common mistake causes messages to self-destruct? --
When persuasion might backfire, how do you avoid the "magnetic middle"?
N2  - We all want to be more persuasive, but most of us are unaware of the rigorous academic research that can help. 'Yes!' unravels the mysteries of human behaviour and helps us become more influential in the workplace - and beyond
ER  -