Description""An engaging, highly readable survey of the sophisticated methods of persuasion we encounter in various situations. From television to telemarketing and from self-deception to suicide cults, Levine takes a hard look at all the ways we attempt to persuade each other--and how and why they work (or don't). . . . The next time you wonder what possessed you to pay $50 for a medallion commemorating the series finale of Friends, you'll know where to turn.""
""If you're like most people, you think advertising and marketing work--just not on you. Robert Levine's The Power of Persuasion demonstrates how even the best-educated cynics among us can be victimized by sales pitches.""
--The Globe and Mail
""Levine puts [his] analysis in the service of his real mission--to arm the reader against manipulation.""
--The Wall Street Journal
""This wonderful book will change the way you think and act in many realms of your life.""
--Philip Zimbardo former president, American Psychological Association
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.
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.