The small BIG: small changes that spark big influence

Three persuasion science experts explain how small adjustments in approach can significantly improve your ability to influence others. Whether you need to persuade your boss, colleagues, customers, family members, or friends, the key often lies in a minor change that produces major results. In The small BIG, Steve Martin, Noah Goldstein, and Robert Cialdini explore how influence, persuasion, and behavioral change occur in an information-saturated world. Drawing on research in neuroscience, cognitive psychology, social psychology, and behavioral economics, they demonstrate that decisions are shaped not by information alone, but by the context in which information is presented. A small shift in approach can activate someone's fundamental human motivations. The book presents more than fifty small changes readers can implement immediately to enhance their persuasive abilities.