Cognition

The Power of Persuasion by Robert Levine

Humans spend huge quantities of time trying to convince others to do, say, or think. This book analyzes common techniques of persuasion, most of which come in the form of salesmanship tactics. For example, there's what is known as setting an anchor point with numbers, usually prices. If you throw out a high number to start with, then back down from that a little, the other person thinks they are getting a good deal - even though you may have inteded to sell the product or service for the second price all along.

This has a lot in common with Influence: The Psychology of Persuasion, but is a bit more fun to read.

Rating: 3 of 5
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