Pre-Suasion: A Revolutionary Way to Influence and Persuade

Pre-Suasion: A Revolutionary Way to Influence and Persuade

作者 : Robert B. Cialdini

出版社 : RANDOM CENTURY GROUP LIMITED

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定價 : NT 550

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內容簡介


最強大的說服力,訣竅不在於內容或表達方式,而是訊息傳達前的關鍵時刻!

《紐約時報》傳奇暢銷作品《影響力:讓人乖乖聽話的說服術》作者,推出三十年來首部單獨撰寫的作品!

說服成功與否,取決於說服前的那一刻。
換句話說,在進行說服前,就要先鋪路!
想改變聽眾的想法,必須要先改變他們的心境。

國際權威社會心理學家羅伯特.席爾迪尼博士(Dr. Robert Cialdini)汲取心理學、商業與社會科學領域的研究,探討人如何做決定,提出改變聽眾的態度與想法並非必要,重要的是在說服前,轉移聽眾的專注力。從廣告形象到美國波克夏.哈薩威(Berkshire Hathaway)公司的年度通訊稿,作者以研究與實際例證,傳達有效的說服技巧,在網路行銷活動上也能適用,讓您的聽眾與目標顧客準備說「好」!

書中也以廣告為例證,附上圖表說明,以令人會心一笑的趣聞軼事與漫畫,吸引讀者注意力。使用作者的各種技巧,您也能變成說服專家!

NEW YORK TIMES BESTSELLER

'Timeless and indispensable.' Amy Cuddy, author of Presence
'Utterly fascinating.' Adam Grant, author of Originals and Give and Take
'Shockingly insightful.' Chip Heath, co-author of Switch and Made to Stick


When it comes to persuasion, success can begin before you say a word.

In his global bestseller Influence, Professor Robert Cialdini transformed the way we think about the craft of persuasion. Now he offers revelatory new insights into the art of winning people over: it isn’t just what we say or how we say it that counts, but also what goes on in the moments before we speak.

This is the world of ‘pre-suasion’, where subtle turns of phrase, seemingly insignificant visual cues, and apparently unimportant details of location can prime people to say ‘yes’ even before they are asked. And as Cialdini reveals, it’s a world you can master. If you understand the tools of pre-suasion, you will better placed to win a debate, get support for an idea or cause, promote a campaign – even persuade yourself to do something you find difficult.

Drawing on the latest research, and packed with fascinating case studies, Pre-Suasion is a masterclass in enhancing your powers of influence.


‘Mind-blowing.’ Management Today
‘Accessible and intellectually rigorous.’ Books of the Year, The Times
‘Fascinating, fluent and original.’ Tim Harford, author of The Undercover Economist Strikes Back
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