At some point today you will have to influence or persuade someone – perhaps ask a colleague a favour, negotiate with a contractor or get your spouse to put out the recycling. In The small BIG, three heavyweights from the world of persuasion science and practice – Steve Martin, Noah Goldstein and Robert Cialdini – describe how, in today’s information-overloaded world, it is now the smallest changes that lead to the biggest differences in results.
Offering deceptively simple suggestions and explaining the extensive scientific research behind them, the small BIG presents over fifty small changes – from the little adjustments that make meetings more effective to the costless alteration to correspondence that saved a government millions.
the small BIG is full of surprising, powerful – and above all, tiny – changes that could mean the difference between failure and success.
Tentang Penulis
Extensive scholarly training in the psychology of influence, together with over 30 years of research into the subject, has earned Dr. Cialdini an international reputation as an expert in the fields of persuasion, compliance, and negotiation. His books including, Influence: Science & Practice, are the results of more than 30 years of study into the reasons why people comply with requests in business settings. Worldwide, Influence has sold over one million copies. Influence has been published in twenty languages and consistently ranks within the top one half of one percent of books sold on Amazon.com. In the field of influence and persuasion, Dr. Cialdini is the most cited living social psychologist in the world today. Dr. Cialdini received his Ph.D from the University of North Carolina and post doctoral training from Columbia University. He has held Visiting Scholar Appointments at Ohio State University, the University of California, the Annenberg School of Communications, and the Graduate School of Business of Stanford University. Currently, Dr Cialdini holds dual appointments at Arizona State University. He is a W.P. Carey Distinguished Professor of Marketing and Regents’ Professor of Psychology, where he has also been named Distinguished Graduate Research Professor. Dr. Cialdini is President of Influence At Work, an international consulting, strategic planning and training organization based on the Six Principles of Influence. Dr. Cialdini’s clients include such organizations as Advanta, IBM, Washington Mutual Group of Funds, Coca Cola, KPMG, Astra Zeneca, Ericsson, Kodak, Merrill Lynch, Nationwide Insurance, Pfizer, Northern Trust, Prudential, The Mayo Clinic, Glaxo Wellcome, Harvard University – Kennedy School, The Weather Channel, the United States Department of Justice, and NATO.Dr. Robert Cialdini is Regents’ Professor Emeritus of Psychology and Marketing at Arizona State University. He is also president of INFLUENCE AT WORK. Harvard Business Review calls Dr. Cialdini ‘the leading social scientist in the field of influence.’ His book, Influence, was named by Inc. magazine as one of the Top 10 Marketing Books of All Time and has been published in twenty-eight languages. Influence is a New York Times bestseller and has sold over 2 million copies.
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