"An engaging, highly readable survey of the sophisticated methodsof persuasion we encounter in various situations. From televisionto telemarketing and from self-deception to suicide cults, Levinetakes a hard look at all the ways we attempt to persuade eachotherand how and why they work (or don't). . . . The next timeyou wonder what possessed you to pay $50 for a medallioncommemorating the series finale of Friends, you'll know where toturn."Slashdot.org"If you're like most people, you think advertising and marketingworkjust not on you. Robert Levine's The Power of Persuasiondemonstrates how even the best-educated cynics among us can bevictimized by sales pitches."The Globe and Mail"Levine puts [his] analysis in the service of his real missiontoarm the reader against manipulation."The Wall Street Journal"This wonderful book will change the way you think and act in manyrealms of your life."Philip Zimbardo former president, American PsychologicalAssociation
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About the Author
ROBERT LEVINE is Professor and former Chairperson of the Psychology Department at California State University, Fresno. He has published articles in Psychology Today, Discover, American Demographics, NY Times, Utne Reader and American Scientist. He has received awards for his teaching, research and writing, including being named the university's "Outstanding Professor." Dr. Levine has been a Visiting Professor at Universidade Federal Fluminense in Niteroi, Brazil, at Sapporo Medical University in Japan, and at Stockholm University in Sweden. He serves on boards of professional organizations in the U.S. Germany and Taiwan.
Table of Contents
ONE: The Illusion of InvulnerabilityOr, How Can Everyone Be Less Gullible Than Everyone Else?
TWO: Whom Do We Trust? Experts, Honesty, andLikabilityOr, the Supersalesmen Don’t Look Like Salesmen at All.
THREE: Killing You with KindnessOr, Beware of Strangers Bearing Unexpected Gifts.
FOUR: The Contrast PrincipleOr, How Black Gets Turned into White.
FIVE: $2 + $2 = $5Or, Learning to Avoid Stupid Mental Arithmetic.
SIX: The Hot ButtonOr, How Mental Shortcuts Can Lead You into Trouble.
SEVEN: Gradually Escalating the CommitmentsOr, Making You Say Yes by Never Saying No.
EIGHT: Winning Hearts and MindsOr, the Road to Perpetual Persuasion.
NINE: JonestownOr, the Dark End of the Dark Side of Persuasion.
TEN: The Art of ResistanceOr, Some Unsolicited Advice for Using and Defending againstPersuasion.
Most Helpful Customer Reviews
this is a really good book. it exposes a lot of the "lies and deception" out there. Levine talks a lot about manipulating people and techniques used. overall really good book, will open up a lot of peoples eyes and not be so guillable. another book that talks about deceptiona nd lies is by kevin trudeau.