Noah J. Goldstein Books
Goldstein is a professor of management and psychology at UCLA.
Known for: Yes! 50 Secrets from the Science of Persuasion
Books by Noah J. Goldstein
Yes! 50 Secrets from the Science of Persuasion
This book explores fifty scientifically proven techniques for influencing others ethically and effectively. Drawing on decades of psychological research, the authors present practical examples and experiments that reveal how small changes in communication can significantly increase persuasion in everyday life, business, and social interactions.
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The Power of Reciprocity
We humans are wired to return favors. If someone gives us something—be it a gift, a compliment, or a small act of service—we feel an internal tug to respond in kind. This is reciprocity, one of the oldest and most universal social principles. In our research, we found that generosity is surprisingly...
From Yes! 50 Secrets from the Science of Persuasion
Commitment and Consistency
Once people make a choice—even a small one—they feel a powerful urge to act in ways consistent with that choice. This principle of commitment and consistency arises from our desire to see ourselves as coherent, reliable human beings. We saw this power illustrated vividly in social experiments: when...
From Yes! 50 Secrets from the Science of Persuasion
About Noah J. Goldstein
Goldstein is a professor of management and psychology at UCLA.
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Goldstein is a professor of management and psychology at UCLA.
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