Summary of The Small Big

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8 Overall

9 Applicability

7 Innovation

7 Style


Using persuasiveness to alter another person’s behavior doesn’t require a monumental effort. Little things often foster the biggest shifts. As United Kingdom-based behavioral scientists and professors Steve J. Martin, Noah J. Goldstein and Robert B. Cialdini demonstrate, minor changes in everyday life can yield significant changes in the way people act. Drawing from an abundance of scientific research, they provide intriguing insight into human behavior and offer telling examples of how to alter other people’s actions. getAbstract recommends this fascinating educational experience to managers, marketers and anyone who needs to persuade.

In this summary, you will learn

  • What ethical strategies you can use to alter other people’s behavior;
  • How scientific research supports certain persuasive techniques; and
  • How to bring about significant change in others’ actions without expending a lot of time, money or effort.

About the Authors

Arizona State University professor emeritus Robert B. Cialdini is president of UK-based Influence at Work, where Steve J. Martin is the director. Noah J. Goldstein is a professor at the UCLA Anderson School of Management. They also co-wrote Yes! 50 Scientifically Proven Ways to Be Persuasive and Cialdini also wrote Influence: The Psychology of Persuasion.



How Persuasion Works
If you believe that you must mount a major campaign and spend lavishly to change the behavior of your staff or customers, think smaller. Little tweaks in how you present information, how you frame the action you wish to encourage and how you suggest that people view...

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