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The Power Of Persuasion, John Wiley & Sons. Inc

The Power Of Persuasion, John Wiley & Sons. Inc

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T H E P O W E R O F P E R S U A S I O N

How We’re Bought and Sold

Robert Levine, Ph.D


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The Power Of Persuasion
When I was growing up in Brooklyn we had a standard put-down for intellectuals: 
Good school smarts, no street smarts.” 

I suspect most of us who make our way up the academic ladder are prone to the shortcoming. After all, in the majority of our disciplines we’re trained to conduct research and write manuscripts, to give lectures and exams, not to live by our wits. But in my own field—social psychology—the affliction can be particularly onerous. If you’re studying nuclear physics, it doesn’t really matter what you know about real life. You don’t need a lot of social skills to run a linear particle accelerator or a spectrophotometer.
Social psychologists, however, are in the business of people.
Who cares if we master technical jargon and sophisticated research methodology if it doesn’t add to our understanding of real people in real settings?


Contents

Acknowledgments ix
Introduction
ONE
The Illusion of Invulnerability
Or, How Can Everyone Be Less Gullible
Than Everyone Else?
TWO
Whom Do We Trust? Experts, Honesty, and Likability
Or, the Supersalesmen Don’t Look Like Salesmen at All
THREE
Killing You with Kindness
Or, Beware of Strangers Bearing Unexpected Gifts
FOUR
The Contrast Principle
Or, How Black Gets Turned into White
FIVE
$2 + $2 = $5
Or, Learning to Avoid Stupid Mental Arithmetic
SIX
The Hot Button
Or, How Mental Shortcuts Can Lead You into Trouble
SEVEN
Gradually Escalating the Commitments
Or, Making You Say Yes by Never Saying No
EIGHT
Winning Hearts and Minds
Or, the Road to Perpetual Persuasion
NINE
Jonestown
Or, the Dark End of the Dark Side of Persuasion
TEN
The Art of Resistance
Or, Some Unsolicited Advice for Using
and Defending against Persuasion
Notes
Index

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Product details
 Price
 File Size
 9,311 KB
 Pages
 258 p
 File Type
 PDF format
 ISBN
 0-471-26634-5 (cloth)
 Copyright
 2003 by Robert V. Levine 
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