Influence : science and practice

All chapters conclude with "Summary" and "Study Questions." Preface

Introduction

1. Weapons of Influence

Click, Whirr

Betting the Shortcut Odd

The Profiteers

Jujitsu

Reader's Report

2. Reciprocation: The Old Give and Take! and Take

How the Rule Works

Reciprocal Concessions

Rejection-Then-Retreat

Defense

Reader's Report

3.Commitment and Consistency: Hobgoblins of the Mind

Whirring Along

Commitment Is the Key

Defense

Reader's Report

4. Social Proof: Truths Are Us. The Principle of Social Proof

Cause of Death: Uncertain(ty). Monkey Me, Monkey Do. Defense

Reader's Report

5. Liking: The Friendly Thief

Making Friends to Influence People

Why Do I Like You?

Let Me List the Reasons

Conditioning and Association

Defense

Reader's Report

6. Authority: Directed Deference

The Power of Authority Pressure

The Allures and Dangers of Blind Obedience

Connotation Not Content

Defense

Reader's Report

7. Scarcity: The Rule of the Few

Less Is Best and Loss Is Worst

Psychological Reactance

Optimal Conditions

Defense

Reader's Report

8. Instant Influence: Primitive Consent for an Automatic Age

Primitive Automaticity

Modern Automaticity

Shortcuts Shall Be Sacred

References

Credits

Index