The popular science and science fiction book review site
Subscribe to this blog
Follow by Email
Search This Blog
Yes! 50 Secrets from the Science of Persuasion – Noah J. Goldstein, Steve J. Martin, Robert B. Cialdini ****
This is a rarity I’ve only seen once before (Your Money and Your Brain) – a business/popular science crossover. It contains fifty examples of ways to persuade
your customers, co-workers or others to change their behaviour, but instead of being a typical business book, driven from experience, this is driven from experiment.
It starts with the classic example of the use of our need to conform to what others do, looking at the little sign in a hotel that requests you re-use towels to save the environment. The sign is changed to say that most guests re-use towels to save the environment, resulting in significantly more re-use. The book goes on to catalogue the many ways that we can influence others, often with very subtle changes of approach. The way, for instance that adding ‘even a penny will help’ will increase giving to charity – recognizing that we don’t like to make large commitments, and that once we’ve overcome reluctance to act at all, we will go significantly further than you might expect. (It’s just a shame this message isn’t properly understood by those charities who say ‘just give £2′ but then consistently pester you for more to the extent you never give to them again don’t have the same idea.)
There are two reasons that the book doesn’t make a full five stars. Firstly, the examples rather tail off. You get the ideas they set out to have 50 secrets first, then tried to fill the slots. They didn’t have enough great material, so padded it with ‘persuasionish’ stuff – so some of the ‘secrets’ feel a little flimsy. The other issue is that this is a business book that does science, rather than a science book covering business. There is rarely enough detail of the studies to know about how they really worked, and it’s rarely stated (for instance) how large the study was, or whether it was duplicated, which may mean that a fair number of the results lack true scientific validity.
However, these are relatively small issues in a book that manages to combine some very practical and effective lessons for business with some real insights into how people behave. If the writers were setting out to persuade me they knew their stuff and really could make a difference, they’ve succeeded.
It was always going to be difficult to follow Angela Saini's hugely popular Inferior, but with Superior she has pulled it off, not just in the content but by upping the quality of the writing to a whole new level. Where Inferior looked at the misuse of science in supporting sexism (and the existence of sexism in science), Superior examines the way that racism has been given a totally unfounded pseudo-scientific basis in the past - and how, remarkably, despite absolute evidence to the contrary, this still turns up today.
At the heart of the book is the scientific fact that 'race' simply does not exist biologically - it is nothing more than an outdated social label. As Saini points out, there are far larger genetic variations within a so-called race than there are between individuals supposedly of different races. She shows how, pre-genetics, racial prejudice was given a pseudo-scientific veneer by dreaming up fictitious physical differences over and above the tiny distinct…
by Brian Clegg There has never been more emphasis on the importance of public engagement. We need both to encourage a deeper interest in science and to counter anti-scientific views that seem to go hand-in-hand with some types of politics. Getting the public interested in science both helps recruit new scientists of the future and spreads an understanding of why an area of scientific research deserves funding. Yet it is possible that chemistry lags behind the other sciences in outreach. As a science writer, and editor of this website, I believe that chemistry is under-represented in popular science. I'd like to establish if this is the case, if so why it is happening - and what can be done to change things.
An easy straw poll is provided by the topic tags on the site. At the time of writing, there are 22 books under 'chemistry' as opposed to 97 maths, 126 biology and 182 physics. The distribution is inevitably influenced by editorial bias - but as the editor, I can confirm …
Statistics have a huge impact on us - we are bombarded with them in the news, they are essential to medical trials, fundamental science, some court cases and far more. Yet statistics is also a subject than many struggle to deal with (especially when the coupled subject of probability rears its head). Most of us just aren't equipped to understand what we're being told, or to question it when the statistics are dodgy. What David Spiegelhalter does here is provide a very thorough introductory grounding in statistics without making use of mathematical formulae*. And it's remarkable.
What will probably surprise some who have some training in statistics, particularly if (like mine) it's on the old side, is that probability doesn't come into the book until page 205. Spiegelhalter argues that as probability is the hardest aspect for us to get an intuitive feel for, this makes a lot of sense - and I think he's right. That doesn't mean that he doesn't cover all …