The small BIG - Small Changes That Spark Big Influence

The small BIG explores how small, scientifically informed changes can produce large effects on persuasion and influence. Steve J. Martin, Noah J. Goldstein, and Robert B. Cialdini draw on behavioral-science research and practical cases involving social proof, identity, commitment, defaults, procrastination, negotiation anchors, precise numbers, price endings, reciprocity, appreciation, customer loyalty, opportunity cost, error management, online reviews, email negotiation, psychological ownership, and the design of memorable endings. Across fifty-two numbered chapters in the source edition, the book shows that more pressure, more information, or larger incentives are often less effective than a carefully chosen small change in context.