Influence
The Psychology of Persuasion
Weapons of influencing people's behaviour and decisions is the core thought of this book. It is about the psychology of persuasion.
People have a desire for consistency as a central motivator of behaviour. What produces the click that activates seeing, hearing and feeling? Social psychologists think the answer is: Commitment. Reciprocation: giving before asking a return favour.
Business is about trading. Who best influence others? Our goal is to influence people, so they change their behaviour.
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