Most of us are only too aware that, whatever roles we have in today's fast-moving world, much of our success lies in getting others to say 'yes' to our requests. What many people might not be aware of, though, is the vast amount of research that has been conducted on the influence process. What factors cause one person to say 'yes' to the request of another? Yes! is full of practical tips based on recent academic research that shows how the psychology of persuasion can provide valuable insights for anyone interested in improving their ability to persuade others - whether in the workplace, at home or even on the internet. It combines the counter-intuition of Freakonomics with the popularising of Does Anything Eats Wasps? For each mini-chapter contains a mystery which is solved in a way that provides food for thought for anyone looking to be more persuasive, and for anyone interested in how the world works. Review: Matthew Taylor, Chief Executive, RSA - 'In a world where persuasion is a more and more important part of what governments and organisations have to do, this book is invaluable.'Daniel Finkelstein, Comment Editor of The Times - 'The ideas in this book changed my way of looking at the world. This thinking is the real deal. Want to be in on the next big idea? Don't miss out.'The Times - "YES! is the Freakonomics of social psychology. It's a handbook to the world." The Independent - "Inventive and intriguing." Jon Ashworth, The Business - "Fascinating, really." SGuardian - "Are there any nice little books I could buy as a present that wouldn't insult the recipient's intelligence? Yes. Or rather Yes!. It will help you understand why you're buying Christmas presents when you don't want to and when the people you're buying them for don't want you to either." First published 2007.