TY - BOOK ID - 14253594 TI - Artful persuasion PY - 2000 SN - 0814470637 0814425259 9780814425251 9780814470633 PB - New York American Management Association DB - UniCat KW - Influence (Psychology) KW - Persuasion (Psychology) KW - Social Sciences KW - Psychology KW - Communication KW - Conformity KW - Propaganda KW - Psychology, Applied KW - Example UR - https://www.unicat.be/uniCat?func=search&query=sysid:14253594 AB - There's really nothing mysterious about getting people to change their minds. No special, inborn gifts. No subliminal tricks. Instead, the best persuaders--advertisers, salespeople, politicians, spin doctors--depend on the fact that everyone responds to messages in just two ways: thoughtfully or mindlessly. And they know how to manipulate these two persuasion routes to make even the most doubtful say "yes." Jam-packed with fascinating case studies and surprising examples, this comprehensive, entertaining how-to guide puts the powerful tool of persuasion at anyone's disposal. It explains: How the master persuaders--the Churchills, Lincolns, and Roosevelts--create powerful, memorable messages that convince people of their arguments' logic and rightness. How successful persuaders exploit the psychological triggers that cause people to subconsciously move from "no" to "yes." ER -