The Small BIG: Small Changes That Spark Big Influence (27 page)

For the “identifiable victim” effect in medical decisions, see: Redelmeier, D. A., & Tversky, A. (1990). Discrepancy between medical decisions for individual patients and for groups.
The New England Journal of Medicine
322, 1162–1164.

The “identified intervention” effect studies can be found in: Cryder, C. E., Loewenstein, G., & Scheines, R. (2013). The donor is in the details.
Organizational Behavior and Human Decision Processes
120(1), 15–23. doi:10.1016/j.obhdp.2012.08.002

For the studies on opportunity cost neglect, see: Frederick, S., Novemsky, N., Wang, J., Dhar, R., & Nowlis, S. (2009). Opportunity cost neglect.
Journal of Consumer Research
36(4), 553–561. doi:10.1086/599764

The loyalty program study can be found in: Koo, M., & Fishbach, A. (2012). The small-area hypothesis: Effects of progress monitoring on goal adherence.
Journal of Consumer Research
39(3), 493–509. doi:10.1086/663827

The yogurt study can be found in: Jin, L., Huang, S., & Zhang, Y. (in press). The unexpected positive impact of fixed structures on goal completion.
Journal of Consumer Research
.

The research on dividing rewards into categories can be found in: Wiltermuth, S., & Gino, F. (2013). “I’ll have one of each”: How separating rewards into (meaningless) categories increases motivation.
Journal of Personality and Social Psychology
104(1), 1–13.

The paper that discusses the often detrimental tendency to pay off small rather than larger debts first can be found in: Amar, M., Ariely, D., Ayal, S., Cryder, C., & Rick, S. (2011). Winning the battle but losing the war: The psychology of debt management.
Journal of Marketing Research
48 (SPL), S38–S50.

For the studies on the influence of physical distance, see: Thomas, M., & Tsai, C. I. (2012). Psychological distance and subjective experience: How distancing reduces the feeling of difficulty.
Journal of Consumer Research
39(2), 324–340. doi:10.1086/663772

For the review of research on negative information, see: Baumeister, R. F., Bratslavsky, E., Finkenauer, C., & Vohs, K. D. (2001). Bad is stronger than good.
Review of General Psychology
5(4), 323–370. doi:10.1037//1089-2680.5.4.323

For more on lifespan research, see: Seery, M. D., Holman, E. A., & Silver, R. C. (2010). Whatever does not kill us: Cumulative lifetime adversity, vulnerability, and resilience.
Journal of Personality and Social Psychology
99, 1025–1041.

You can find the research on error management training in: Keith, N., & Frese, M. (2008). Effectiveness of error management training: A meta-analysis.
Journal of Applied Psychology
93, 59–69.

You can find the customer experience article in: Schrange, M. (2004, September). The opposite of perfect: Why solving problems rather than preventing them can better satisfy your customers.
Sales & Marketing Management
26.

The impact of the timing of a review on word of mouth can be found in: Chen, Z., & Lurie, N. (2013). Temporal contiguity and negativity bias in the impact of online word of mouth.
Journal of Marketing Research
50(4), 463–476.

You can find the two humor studies in: Kurtzberg, T. R., Naquin, C. E., & Belkin, L. Y. (2009). Humor as a relationship-building tool in online negotiations.
International Journal of Conflict Management
20(4), 377–397. doi:10.1108/10444060910991075

The study that examined the effect of disclosing personal information before a negotiation can be found in: Moore, D., Kurtzberg, T., Thompson, L., & Morris, M. (1999). Long and short routes to success in electronically mediated negotiations: Group affiliations and good vibrations.
Organizational Behavior and Human Decision Processes
77(1), 22–43. doi:10.1006/obhd.1998.2814

The pet frog joke study can be found in: O’Quinn, K., & Aronoff, J. (1981). Humor as a technique of social influence.
Social Psychology Quarterly
44(4), 349–357.

The research on touch can be found in: Peck, J., & Shu, S. B. (2009). The effect of mere touch on perceived ownership.
Journal of Consumer Research
36(3), 434–447. doi:10.1086/598614

For the colonoscopy study, see: Redelmeier, D., Katz, J., & Kahneman, D. (2003). Memories of colonoscopy: A randomized trial.
Pain
104(1–2), 187–194.

For the health center no-show study, see Martin, S. J., Bassi, S., & Dunbar-Rees, R. (2012). Commitments, norms and custard creams—A social influence approach to reducing did not attends (DNAs).
Journal of the Royal Society of Medicine
105(3),101–104.

The study combining social norms and incentives can be found in: Dolan, P., & Metcalfe, R. (2013).
Neighbors, Knowledge, and Nuggets: Two Natural Field Experiments on the Role of Incentives on Energy Conservation
(CEP discussion paper no. 1222). Centre for Economic Performance, London School of Economics.

More information regarding the three fundamental motives discussed can be found in: Cialdini, R. B., & Goldstein, N. J. (2004). Social influence: Compliance and conformity.
Annual Review of Psychology
, 55, 591–621.

More details of the experiments combining egoistic and altruistic appeals can be found in: Feiler, D. C., Tost, L. P., & Grant, A. M. (2012). Mixed reasons, missed givings: The costs of blending egoistic and altruistic reasons in donation requests.
Journal of Experimental Social Psychology
48(6), 1322–1328.

The work showing three to be the optimal number of appeals can be found in Shu, S. B., & Carlson, K. A. (2014). When three charms but four alarms: Identifying the optimal number of claims in persuasion settings.
Journal of Marketing
78(1), 127–139.

S
TEVE
J. M
ARTIN
is an author, business columnist, and director of INFLUENCE AT WORK (UK). His work applying behavioral science to business and public-sector challenges has been featured in broadcast and print media across the world including BBC TV and Radio, MSNBC, the
London Times
, the
New York Times
, the
Los Angeles Times
,
Wired
, and the
Harvard Business Review
. His monthly business columns are read by over 2.5 million readers each month.

An accomplished speaker and consultant, Steve has an extensive global client list. He is a guest lecturer on executive education programs at the London Business School, Cass Business School, and the Judge Business School, University of Cambridge.

He lives in London.

D
R.
N
OAH
G
OLDSTEIN
is Associate Professor of Management and Organization, Psychology, and Medicine at UCLA Anderson School of Management. He previously served on the faculty of the University of Chicago Booth School of Business.

Dr. Goldstein has won awards for excellence in both teaching and research.

His research and writing on persuasion and influence have been published in many of the premier business journals. Goldstein’s work on persuasion was featured in the
Harvard Business Review
2009 List of Breakthrough Ideas and has regularly been featured in prominent news outlets such as the
New York Times
, the
Wall Street Journal
, and National Public Radio. In addition to giving keynotes and consulting institutions, Dr. Goldstein has served on the Scientific Advisory boards of two Fortune Global 500 companies.

He lives in Santa Monica, California.

D
R.
R
OBERT
C
IALDINI
has spent his entire career researching the science of influence, earning him an international reputation as an expert in the fields of persuasion, compliance, and negotiation. Currently Dr. Cialdini is Regents’ Professor Emeritus of Psychology and Marketing at Arizona State University.

As well as his best-selling books, his groundbreaking research has been featured in the most prestigious of scientific journals as well as on TV, radio, and in business and national press throughout the world.

Dr. Cialdini is the president of INFLUENCE AT WORK, a global training, speaking, and certification company.

In the field of influence and persuasion he is the
most cited living social psychologist
in the world today.

He lives in Phoenix, Arizona.

Yes! 50 Scientifically Proven Ways to Be Persuasive
by Noah J. Goldstein, Steve J. Martin, and Robert B. Cialdini

Influence: The Psychology of Persuasion
by Robert B. Cialdini

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